Success Story:
Selling Out of Busch Light and Generating Record National Social Media and Press Attention for the Valero Alamo Bowl
The Objective
When San Antonio-based Southside Craft Soda launched its flagship product, TexaCola, the small privately held company wanted to make a big splash despite having a small team and a limited marketing budget—a common situation among small start-ups.
With TexaCola entering HEB and Central Market grocery stores across Texas, Southside Craft Soda needed a trusted team to represent the product and company, have a positive presence, and promote the product at store events across San Antonio, Houston, Fort Worth and Dallas.
The Media Cars 500™ Solution
Working within Southside Craft Soda's budget parameters, we devised a Media Cars 500™ campaign to launch TexaCola and introduce the fledgling company to consumers across Texas.
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To keep costs lower, we designed a replica race car branded to Southside Craft Soda using one of our pre-wrapped Media Cars™. (Adding a custom design to an existing wrap is a great way to save money for smaller clients.)
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We worked directly with the store managers at HEB and Central Market stores to create a calendar for store visits over a 2-week period.
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At each store event, we positioned the branded car in a marquee location, often by the front door, where our Street Team greeted guests with free samples, took photos of them with the car, and directed them to the aisle inside to purchase more product. At some locations, our team was responsible for setting up an attention-getting display and then staffing shifts to give out product samples and interact with store customers.
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We also created photo and video content in real time, posting to Southside Craft Soda's social media platforms to drive excitement and engagement.
Results
Throughout the Texas launch campaign:
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We led in-store activation events at 9 grocery store locations.
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As a result of our efforts, TexaCola consistently exceeded sales goals, including selling out in several locations, and being recognized as the top-selling new product.
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We increased Southside Craft Soda's social media following by 35% during the Texas launch.
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As a result of our success, the client asked us to represent them at other events across Texas.
