Pringles Korea launched its sampling campaign, Catch Mr. P if You Can, to five universities in South Korea. Hundreds of the featured product, the Pringles Nano Can, were prepared to be distributed and sampled to the public. The brand wanted to release the product to college students using digital marketing and product sampling strategies. This is one of the most fun product sampling events Pringles created for its fans in South Korea.
Product sampling is as old as any marketing strategy used by companies for their own purposes. Sampling is beneficial in promoting a company’s product directly to its target audience. Indeed, a personal approach to the audience makes it more engaging than any other marketing strategy. With emerging tools from technological advancement and social media, content marketing steps can be used to spice up product sampling campaigns. Through the power of social media networks such as Facebook, Twitter and Instagram, unique integrated marketing campaigns are now possible to be implemented to an extensive selection of audience.
Using an O2O (online to offline) strategy, Pringles Korea rolled out the initial stage of the campaign by using Facebook’s marketing capabilities.
To seize public interest, teasers were posted on its Facebook page, showing images of various locations where the sampling would take place. The page would later reveal the right location when a certain number of likes has been reached, prompting a lot of fans to come to the page and like the teaser photos.
Real time event post for fans near Sungkyunkwan and Sookmyung Universities.
Real time event post for fans near Iwha University.
Once the location had been revealed, the brand posted several real-time updates on the page. Different activities were conducted to accompany the sampling and of course surprise fans who participated in the event. There were magic shows, a meet and greet opportunity with Mr. P and a most photogenic contest. Pringles Korea posted real time updates to create more buzz and invite more people while the event was happening. This O2O strategy allowed an engaging platform between the Pringles and the fans through effective online promotion and face to face brand engagement.
Catch Mr. P If You Can was successful in integrating the brand’s presence in online and on-ground channels. The brand strategically made use of both online and offline platforms to provide a unified and consistent campaign that resulted to an engaging personal brand experience for the fans. For new customers, the product sampling event was vital in creating a lasting impression of the brand, whereas for fans who are familiar with the product, it was a new different experience in what the brand could offer.
iRiver Advertising’s event and sampling service will put your brand closer to the right audience. Our team of digital marketers specializes in integrated marketing strategies to blend online platforms such as Facebook and offline campaigns like sampling events to bring in more personal touch to your marketing mix. Contact iRiver Advertising here to know more of our services and we’ll be in touch with you shortly.