Digital Marketing Platform Creation for Itubaína
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Itubaína, a popular Brazilian soft drink brand. Itubaína has a rich history and is well-loved in Brazil, known for its unique tutti-frutti flavor. The brand is always looking for innovative ways to connect with its audience and stay relevant in the competitive beverage market. For this campaign, Itubaína wanted to leverage the popularity of the Justice League franchise to engage with its customers in a new and exciting way, while also reaching out to a broader audience beyond its traditional customer base.
The Challenge
The challenge was to connect Itubaína, a popular Brazilian soft drink, with the Justice League, a well-known superhero franchise, and extend the reach beyond the typical geek audience or movie fans. The goal was to tap into the universal childhood dream of becoming a superhero. The campaign was to be executed over three months and was to include a product launch, films and content for digital media, a BTL activation, a partnership with Omelete channel, and coverage of CCXP, a major pop culture event in Brazil.
The Solution
The solution was an omnichannel digital marketing strategy that empowered fans to ignite their imaginations and bring their superhero dreams to life. This was achieved through several activations, including inspiring illustrated limited edition cans, a prize-winning contest for CCXP, and a campaign that encouraged fans to share their best 'heroic feat'. The campaign also included a feature where fans could pose next to the Bat Signal, reminding them that everyone has a hero inside, even in everyday moments where they may 'fall'. The campaign was designed to resonate with a broad audience, leveraging the universal appeal of superheroes.
Operational Impact
Quantitative Benefit
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