Claussen Pickles is building on the success of its ad campaign spoofing cold-climate explorers with a new Facebook contest offering a grand prize of a trip for two to Alaska or Iceland.
The main focal point of the Kraft Food brand's "Journey to the Claussen Pickles" campaign are YouTube-hosted videos, directed by Sam Cadman, co-creator of the U.K. cult-hit TV stunt show "Trigger Happy TV."
The videos feature an intrepid fictitious explorer, Sir Edwin Horsham, driving around in a dogsled (fake dogs) in supermarkets. Horsham gives shoppers a lift to the chilled section to dramatize Claussen's unique "always chilled, never heated" fresh benefits, sometimes stopping to mourn the room-temperature pickle brands residing in center store. In a new release, the adventurer faces off against a "polar bear" (someone in a bear costume carrying a shopping basket) to reach the chilled section.
The campaign, from agency The Escape Pod, launched in June. One effort was a promoted tweet using the hashtag #claussenpickles and a link to the first video.
A major component: Use of incentivized social video in partnership with social video company Jun Group, to engage women 25 to 49 in social games. The group sets up integrations with social game developers, through which players watch videos in exchange for virtual goods. According to Jun Group, the game engagement generates tens of millions of opt-in social video views for marketers per month, with 90% completing the videos, and 3% to 5% going on to share, tweet, comment, rate or like them.
Since June, the videos and social media drivers have increased Claussen's Facebook fans from 3,000 to nearly 84,000, reports a brand spokesperson.
The new contest aims to further increase Facebook fans and brand awareness by asking consumers to take photos of themselves next to Claussen Pickles sections in stores, like the brand's Facebook page, and upload their pictures for chances to win the "cool" trip, or first prizes of cold-weather gear.
The Facebook page is also offering a "$1-off for two" coupon.