Below is a profile of the current Tampico Beverages Piñata Bash' Campaign. Read an interview with Tampico Beverages' VP of Marketing Marta Gerdes here.
Target: Young (Hispanic) Adults
Content: 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.
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. Playing "Pinata Bash" is easy: From now until September 3, 2012, go to facebook.com/drinktampico, click the sweepstakes promo, follow the instructions and go to town on a piñata. Prizes include: Grand Prize: each member of one winning "piñata maker/breaker" pair will receive one 2012 Fiat 500, each with an approximate retail value of $18,000 ($15,500 base cost plus up to $2500 in customization options selected by the grand prize winners, but subject to availability).
Agency: Roar Media (PR and Digital Media Buys). The campaign was developed by Roar Media along with Macias Advertising in Miami.
Language: English (Facebook App is in English)
Media: The campaign on Facebook, Twitter and YouTube is supported by online advertising as well as guerrilla videos and ongoing field marketing activities. The list of digital media buys by Roar includes Batanga and the BET Network of sites. Mostly banner advertising)
Length of campaign: Summer campaign until end of August early Sept