Tampico Beverages announced its recent launch of an interactive “Piñata Bash” social media contest and 3D Facebook app to promote its 20-ounce, single-serve, refrigerated juice drinks among young adults in target markets nationwide.
Built on a theme of “irresistible fun” geared to appeal to Tampico’s multi-ethnic young adult brand following, the campaign brings back a traditional Hispanic cultural icon – the piñata – in a cool new urban, contemporary and relevant way. A piñata is a colorful papier-mâché or other type of container that is decorated, filled with toys, candies and other goodies, and then broken open in celebration. The campaign on Facebook, Twitter and YouTube is supported by online advertising as well as guerrilla videos and ongoing field marketing activities.
“We’re excited to introduce ‘Piñata Bash’ because it reinvigorates and unites two nostalgic cultural icons – Tampico and piñatas – not only physically, but also digitally, with an ability to share the celebration with friends,” said Marta Gerdes, Tampico’s vice president of marketing. “Tampico is known for delivering a full explosion of irresistible flavors from Latin America and the Caribbean Tropics. Similarly, the ‘Piñata Bash’ delivers an ‘explosion of fun’ experiences across multiple marketing channels: digital and social media, field marketing, and point of sale. We’ll have all sorts of fun with our fans, giving away prizes, chatting about pop culture, bashing piñatas and sharing cool new Tampico drink recipes.”
Participants may enter the sweepstakes by personalizing a digital piñata and sharing it with a friend who breaks the piñata, or by breaking a piñata that a friend has shared with them. Each combination of piñata “maker” and “breaker” represents one entry as a pair of contestants. People may enter as many times as they want, both as a “maker” or “breaker,” but each entry must be different and submitted separately.