This past March, we developed and activated the Sierra Mist Score & Pour Challenge, an engaging experiential marketing campaign to capitalize on the excitement of college hoops. The focus was on driving top of mind awareness and boosting social media buzz for Sierra Mist®. The program, titled the Sierra Mist Score & Pour Challenge, took place over three days in two markets: Anaheim, CA and New York, NY.
Each day, a fully branded truck with two basketball hoops and a scoreboard traveled to high traffic locations, including Pan Pacific Recreational Center and Madison Square Garden, which proved to be hot spots.
Brand ambassadors invited fans to see how many shots they could make in 35 seconds. Each challenge participant received a Sierra Mist backpack filled with branded premiums. Throughout the activation period, people gathered at each location to watch, play and enjoy refreshing Sierra Mist.
The program had strong engagement with over 8,000 product samples distributed and more than 1,000 participants in the Score & Pour Challenge. Additionally, for every shot made, Sierra Mist donated $1 to the local YMCAs.
Over the course of the program, we encouraged participants to share their experience on social media using #ScoreAndPour. Highly successful, the Sierra Mist Score & Pour Challenge resulted in over 420,000 brand impressions that included intimate connections, word-of mouth and branded vehicle impressions.
A big congratulations to our grand prize winner for scoring 22 baskets in 35 seconds and winning a trip to the men’s hoops finals where he got to taste the action live.
