Bird's Eye Voila! Social Efforts Driving Trial
Birds Eye Voila! is running a new “Try It. You’ll Like It” digital campaign employing its social and online community to drive advocacy, coupon-sharing and trial of the fast-prep skillet meals line.
The brand’s site features two promotions: one a registration button, and one a link to its Facebook page.
Bird’s Eye incentivized site users to register for the community by offering them a $1.50 coupon toward their next purchase of a Voila! skillet meal once registrants reached a 25,000 goal. That goal was reached in under two weeks. (Offering existing members a $2 coupon for inviting three friends, by email, to join the community also helped drive registrants.)
Clicking a “Try It, You’ll Like It” button takes site users to the Bird’s Eye Facebook page, where “liking” the brand triggers eligibility for one of 50,000 $1.50 coupons that will be distributed once a goal of 100,000 likes is reached. (The site also features a streaming Facebook feed.)
Community members can also earn digital badges through activities such as sharing or rating a product, commenting on a product, or building a shopping list; these go toward qualifying them to receive additional coupons.
In addition, Twitter followers can earn tweet-related points and badges by re-tweeting an @BirdsEye tweet, using hashtag #BirdsEyeVoila, or tweeting supportive messages about @BirdsEye from the Web site.
Followers who earn a designated number of tweet-related points will be awarded an array of Twitter skillet badges, from bronze to platinum, good toward coupons or rewards.
"Digital media is an extremely relevant and efficient medium to reach our consumers, because it's where they spend their time to shop and interact with brands," said Kristen Thompson, senior brand manager for Birds Eye Voila!, which offers 17 different skillet meals. "We've learned that when people try Birds Eye Voila!, they really do like it, and want to talk about it with friends and family. So we’re leveraging that word-of-mouth power through activations that elevate and celebrate our consumers' advocacy."