[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
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
BACKGROUND
!2
Twix Fiesta
• Made by Mars, Inc.
• Biscuit with caramel and milk chocolate
• United Kingdom in 1967
• United States in 1979
!3
PRODUCT
!4
Fiesta
!5
• 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
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
PRICE
!8
• Same as regular Twix today $ 1.00
Twix Fiesta!9
PLACE
!10
• Grocery stores
• Movie theaters
• Pharmacies
• Liquor stores
Twix Fiesta!11
REGULAR CHANNELS
TARGET
!12
• 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
• Gen Y
• Innovators
• Between 19 and 36
• Like to taste new flavors and have new experiences
Twix Fiesta
OUR CAMPAIGN
!14
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?
!15
WHERE ARE THEY?Social Networks
Streaming Content Apps
Online stores
Hanging out with friends
GENERATION Y
CAMPAIGN GOALS
!16
• Engagement
• Awareness
• Trial
• Branding
Twix Fiesta!17
DECISION-MAKING PROCESS
!18
• Chocolate high rate of impulse buying
• Rarely a rational thought-out process
Twix Fiesta!19
INFLUENCES
!20
• Economic
• Culture
• Social
Twix Fiesta
EXTERNAL
!21
• Perception
• Memory
• Needs
Twix Fiesta
INTERNAL
!22
MAIN COMPETITOR
!23
• Android Kitkat • "Have a break, have a KitKat"
Twix Fiesta
KITKAT
!24
CAMPAIGN
!25
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.
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
• Big offline events
• Video cases on YouTube
• Facebook gallery with all uploaded videos
• Tweets covering the events
Twix Fiesta!28
INTEGRATED CAMPAIGN
• 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
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
PROMOTION
!31
• 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
Twix Fiesta!32
Fiesta
Here is our Fiesta, now it's time to show yours.
!33
MEASURAMENTS
!34
• Traffic
• Engagement (shares, likes and votes)
• Publicity and awareness, word of month
• Contest entries
Twix Fiesta!35
• OfferPop
• WildFire
• Woobox
Twix Fiesta!36
HOW?
THANK YOU!
!37