Here’s how an unforgettable experiential campaign reached 3 million people and drove 67K engagements in just two days.
When Coca-Cola refreshed smartwater with a brand new visual identity — complete with new logo, packaging, and bottle design — they turned to Viral Nation for a “never been done before” idea to make a splash and introduce smartwater’s rebrand in a powerful way – in less than 3 weeks!
Viral Nation developed an immersive and unforgettable experiential marketing campaign aptly named #TheDrop. The goal was to position smartwater as fresh, trendy, and buzz-worthy, while also telling a compelling story about its new visual identity.
We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.
We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.
First, we designed an eye-catching, modified truck emblazoned with smartwater’s new branding, which pulled triple duty as a moving billboard, pop-up on wheels, and the perfect backdrop for selfies. But the real magic happened inside the truck, where visitors beat the heat with a refreshing mist inspired by smartwater’s unique vapor-distillation process.
Then, we enlisted the help of over 43 top influencers to create organic social media content to help bring smartwater’s new look to life.
We also recruited a talented group of local artists from each city, who customized attendees’ smartwater bottles with personalized art on-site that doubled as memorable keepsakes.
We didn’t forget about the influencers either – they received a limited-release swag box that included a branded fanny pack, bucket hat, and a pair of Apple AirPods or Apple Watch, in addition to a free bottle of smartwater.
All of these elements combined to create a truly unforgettable experience that captured imaginations and inspired consumers to see smartwater in a completely new way.
It’s not just about creating great experiences – it’s about creating measurable moments that make an impact. That’s why we incorporated social media in every aspect of the campaign.
Thanks to these efforts, smartwater’s #TheDrop campaign achieved some truly impressive results and we’re proud to have helped reintroduce smartwater to the world.
