Promo Magazine has details on an on-going stealth campaign that doesn’t seem entirely “steathy” to me – some good elements, some parts that feel a bit forced and clunky. What I find especially interesting is the stated goal of measuring ripple impact of these influencer events in market. Hopefully Pepsi (and Grow Marketing) will be as forthcoming about those aspects of the program as well.
Pepsi launched a new permanent flavor in its lemon-line lineup, Sierra Mist Ruby Splash, and is using a select group of influencers to help spread the word.
Finding the right people is the key. Grow Marketing, the non-traditional marketing and publicity company handling the program, identified 30 “in-market coordinators” through its proprietary network of more than 500 people.
“The coordinators are people who fit different profiles, run in different circles and are deeply connected to different groups, like the college crowd or mom network,” says Gabrey Means, a founder of Grow Marketing. “They run within these different groups and have deep networks of friends and colleagues. They help us build the proprietary list of the right people to share the product with.”
One influencer, for example, is a musician, who hosted a backyard jam session for 20 friends. A crew arrived and dropped off ice-cold cans of Sierra Mist Ruby Splash, branded sunglasses, misters and car fresheners with a Ruby Splash scent. The parties are considered more than just places to get product into consumers’ hands, they are considered brand experiences.
She said the parties induce trial and complete the conversation with a push to retail—guests are given coupons.
“We deliver ice cold products when and wherever they want it,” Means said. “We show up and bring a great brand experience.”
“Overall, the response was positive all around,” she said.
About 300 of these mini parties—ranging in size from 16 to 45 people—will have taken place during the time frame of the program—May through the end of June.
Pepsi determines its ROI on the program through both qualitative and quantitative measurements including field research—it commissions a research company to conduct key metrics and performance trackers within the markets—syndicated data, sales and coupon redemption across both Ruby Splash and Sierra Mist.
And while the influencer program is a key component, the overall marketing includes traditional aspects as well, including TV spots, radio, banner ads, a presence on MySpace, P-O-P and a mass sampling effort.
Born Curious 
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