Springbox Kicks Off Summertime with the Sweet Leaf Sweet Spot Contest
Austin, TX — Jul 2, 2010
Springbox has launched the Sweet Leaf Sweet Spot Contest, an interactive campaign created and built by Springbox for the tasty Austin favorite, Sweet Leaf Tea. The contest combines fun, user-generated content with a website that utilizes Facebook and Twitter for voting.
Sweet Leaf Tea selected Springbox to create an interactive campaign that would promote the brand in regions outside of Texas. The Springbox creative team responded with the ideal solution for the tea enthusiast, based on the idea of cooling off during the summer. Sweet Leaf Sweet Spot contest participants can Tweet or upload a photo of themselves cooling off with a Sweet Leaf Tea for a chance to win a year’s supply of tea or a VIP trip to ACL or Lollapalooza.
The site uses Twitter’s API to pull in Tweeted photos from Twitpic, yfrog or img.ly that have the “#sweetleafsweetspot” hashtag. Once a photo is uploaded, users can send friends to a photo page URL to vote with either a Tweet using the hashtag or a Like on Facebook. Each vote is a shared piece of content on the user’s social network, which helps create a viral buzz around the contest.
The contest website showcases each photo on an engaging home page design, decked out with Sweet Leaf Tea’s signature brand elements. The progression of the contest is portrayed on a map page where users can find their region and visit its photo gallery. Each US region includes a title that ties back to the brand, for example, New England becomes “Brewingland” and the West Coast is “Wild Westea” regions.
“We wanted to do something fun and unique for Sweet Leaf Tea — they’re a great brand that is growing more everyday,” says Springbox General Manager Mike Bullock. “As a new client with a great eye for creativity and fresh ideas, we’re excited to see how far the campaign will take them.”
The Sweet Leaf Sweet Spot contest is the latest of many projects strategized and executed by Springbox that combines social networking with user-generated content. The agency looks forward to new challenges that will build brand affinity for great companies like Sweet Leaf Tea.
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