Pro Motion’s Summer Sampling Campaign Serves Up Early ROI of 368%
Posted on Fri, May 13, 2011
Dr Pepper/Snapple’s HyDrive and Sun Drop to Flood St. Louis This Summer
We’re only a few weeks into our summertime sampling program for Dr Pepper Snapple Group (DPSG), and already the early results are leaving us thirsty for more! We officially kicked off the second sampling tour in two years for DPSG on April 30th, building awareness of and creating demand for the DPSG brands HyDrive and Sun Drop. After just one month in the field, the DPSG team tells us sales have skyrocketed in St. Louis – SunDrop is up 368% and HyDrive is up 60%!
This summer Pro Motion Brand Ambassadors will visit more than 200 locations as they hand out samples and activate buy-one-get-one events at convenience stores to potential customers, and will also hand out samples at local fairs, parks, and sporting events around the St. Louis Metro area. The highlight of the campaign will be exit sampling at select River City Rascals games and events as Dr Pepper Snapple Group is sponsoring the entire 2011 River City Rascals season.
"The River City Rascals are thrilled to be working with the Dr Pepper Snapple Group," said Rascals President John Kuhn. "They have a tremendous variety of products and our fans have already commented on the selection we are offering. After all, with a product named RC, having it associated with the River City Rascals is a natural fit."
Each brand will visit different venues in order to reach its respective target audiences. HyDrive is a low calorie fitness water aimed at women. It comes in six different flavors including: citrus burst, triple berry, lemon lime, blue raspberry, kiwi strawberry, and grape fusion. Each drink is only 30 calories and has about as much caffeine as a cup of coffee. Sun Drop, however, is a highly caffeinated citrus soda aimed at college students between the ages of 18-25. Samples for both HyDrive and Sun Drop were successfully distributed at tour preview events at Opening Day for the St. Louis Cardinals as well as the St. Patrick’s Day Parades in Downtown St. Louis and Dogtown.
“We’re thrilled to be partnering with the Dr Pepper Snapple Group on another sampling program,” said Pro Motion CEO Steve Randazzo. “Our seven-month program last year visited 79 events where our Brand Ambassadors distributed more than 40,000 samples and 3,000 coupons. This year we expect even bigger results as we are adding a branded vehicle to draw attention to the tour. As a result, sales have been up 368% and 60% on Sun Drop and HyDrive respectfully in St. Louis.”
For the 2011 tour, Pro Motion has set a new goal of distributing 60,000 samples to consumers, adding a brand wrapped van and additional signage to increase the number of visual impressions and awareness of the products. The 2010 sampling program ran from March 13 – October 16th, and Pro Motion Brand Ambassadors hosted 57 sampling days leading to more than 200,000 visual impressions.
Pro Motion is an award winning nationally recognized integrated marketing leader that focuses on building relationships to grow brands. We specialize in the areas of experiential marketing, digital marketing, social media, strategy, creative and public relations.
Clients say we have measurably better ROI and activation and we GUARANTEE it! We believe participation builds relationships, relationships drive results and results are all that matter! For more information follow Pro Motion on Facebook or Twitter.