[group project ] twix fiesta campaign
DESCRIPTION
Project for: University of California, Berkeley - Marketing Certificate Consumer Buying Behavior in Age of Social-Media-Driven Relationships EDP 306407 – Fall 2013 – Kathy Klotz-GuestTRANSCRIPT
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ANDRESSA GRAMS BRUNA BRANDÃO JULIANO DELLAMEA NATÂNIA LEITE
CONSUMER BUYING BEHAVIOR IN AN AGE OF SOCIAL-M
EDIA-DRIVEN RELATIONSHIPS - U
C BERKELEY EXTENSION - NOV 2013
NEW PRODUCT CAMPAIGN TWIX FIESTA
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BACKGROUND
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Twix Fiesta
• Made by Mars, Inc.
• Biscuit with caramel and milk chocolate
• United Kingdom in 1967
• United States in 1979
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PRODUCT
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Fiesta
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• New spicy flavor named ”Twix Fiesta”
• Spicy chocolate
• More than half of consumers prefer spicy
• 50,478,000 Hispanic population in US (2010)
• Spicy is an American/Mexican influence
Twix Fiesta!6
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Twix Fiesta!7
• Dried seed, fruit, root, bark, or
vegetable substance primarily used
for flavoring, coloring or preserving
food
• Cause a burning feeling in mouth
• Exciting and somewhat shocking
• Twix Fiesta in chipotle flavor*An empirical measurement dependent on the capsaicin sensitivity of testers and so is not a precise or accurate method to measure capsaicinoid concentration, however, capsaicin concentration can very roughly be estimated as ~18µM/SHU.
Scoville Scale*
HOW SPICY?
Twix Fiesta
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PRICE
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• Same as regular Twix today $ 1.00
Twix Fiesta!9
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PLACE
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• Grocery stores
• Movie theaters
• Pharmacies
• Liquor stores
Twix Fiesta!11
REGULAR CHANNELS
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TARGET
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• Try to reach a younger target group
• Launched “Left Twix / Right Twix”
• People began to see TWIX as chocolate for teenagers
NOW
Twix Fiesta!13
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• Gen Y
• Innovators
• Between 19 and 36
• Like to taste new flavors and have new experiences
Twix Fiesta
OUR CAMPAIGN
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First Credit Card at 12
Uses phone to shop online
Gets news from Social Networks
Doesn’t own a TV
1/3 of US population
Love to try out new things
Twix Fiesta
WHO ARE THEY?
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WHERE ARE THEY?Social Networks
Streaming Content Apps
Online stores
Hanging out with friends
GENERATION Y
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CAMPAIGN GOALS
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• Engagement
• Awareness
• Trial
• Branding
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DECISION-MAKING PROCESS
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• Chocolate high rate of impulse buying
• Rarely a rational thought-out process
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INFLUENCES
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• Economic
• Culture
• Social
Twix Fiesta
EXTERNAL
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• Perception
• Memory
• Needs
Twix Fiesta
INTERNAL
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MAIN COMPETITOR
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• Android Kitkat • "Have a break, have a KitKat"
Twix Fiesta
KITKAT
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CAMPAIGN
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Our party was awesome! Now we want to make yours. Send your video telling us why Twix have to do a party for you.
Fiesta
#TwixYourFiesta!26
Here is our Fiesta, now it's time to show yours.
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Twix Fiesta
• Party Bus traveling 10 biggest cites of US
• 1 popular person in each city
• All 10 parties on YouTube Channel
• Ask consumers to upload a video
• End of Journey: 10 customers picked among
the top 50 voted videos
Twix Fiesta!27
INTEGRATED CAMPAIGN
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• Big offline events
• Video cases on YouTube
• Facebook gallery with all uploaded videos
• Tweets covering the events
Twix Fiesta!28
INTEGRATED CAMPAIGN
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• Cinco de Mayo
• El Día de los Muertos
• Día de la Virgen de Guadalupe
Twix Fiesta!29
EVENTS AND SAMPLINGS IN MAJOR HOLIDAYS AND CELEBRATIONS OF LATINO COMMUNITY
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Twix Fiesta!30
RESEARCH !AND CHOICE OF!
10 POPULAR PEOPLE
PARTIES!AND VIDEO CASES
PRODUCTIONSCAMPAIGN
LAUNCH
CONTENT PUBLISHED
EVERY 3 DAYS (ONE PARTY
EVERY 3 DAYS)
CHOOSE !THE 10 VIDEOS
END OF CAMPAIGN AND PUBLICATION
OF WINNERS’ VIDEO CASES
CAMPAIGN SCHEDULE
Mar 1st April 1st June 1st July 1st August 1st
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PROMOTION
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• Social Media and Word of Mouth Strategies
• YouTube channel
• Google Adwords
• Samplings in universities and colleges, dance clubs and parks
• Party Bus generate content to Facebook and YouTube Channel
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Fiesta
Here is our Fiesta, now it's time to show yours.
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MEASURAMENTS
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• Traffic
• Engagement (shares, likes and votes)
• Publicity and awareness, word of month
• Contest entries
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• OfferPop
• WildFire
• Woobox
Twix Fiesta!36
HOW?
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THANK YOU!
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