Voss Water has launched a social-plus-retail summer campaign designed to engage consumers and strengthen relations with key retail and on-premise accounts.
The premium artesian water from Norway
is sold in restaurants and hotels, as well as retailers, in 47 countries.
The "Sumer of Voss" is the brand's first social media-based campaign, and combining social with offline activations is a new strategy set by Ken Gilbert, who became Voss's CMO last fall.
Voss is inviting consumers to “share what makes your summer sizzle” via Instagram, Twitter and Facebook, for the chance to win a grand prize of a trip for two to one of Voss's marquee partner hotels. (Other prizes include dinners for two at a Voss partner restaurant; Electra Beach Cruiser bicycles; $300 gift certificates at Sunglass Hut; and Voss beach towels.)
Consumers “like” the brand's Facebook page to enter for a chance to win. They are also being encouraged to tweet or post photos with #summerofVOSS hashtags on Twitter and Instagram to earn additional entries.
Voss currently has more than 155,000 Facebook likes and 14,000 Twitter followers, and fans have spontaneously posted more than 60,000 photos of its distinctive bottle on Instagram.
At retail, extensive signage aims to drive shoppers online with details of the offer under the headline “Turn up the Heat. Cool Down with Voss.”
Digital agency Tenthwave created the campaign and built the Facebook app and the Twitter and Instagram tools.
Voss is sold in still and sparkling varieties, and in clear glass and PET bottles. Twelve-bottle cases of the still water in glass or plastic bottles are currently being sold on the brand's Web store for $40.23 and $38.50, respectively.