The official smoothie and juice of the London 2012 Olympic Games, Innocent, has launched a simple ticket giveaway to various Olympic events in the form of a two-week Twitter campaign called ‘Tweet For A Seat’.
The campaign, which aims to build its social media following, launched in early June and revolves around the brand’s @innocentdrinks Twitter handle.
Those who follow the brand’s feed are entered into a competition to win a pair of tickets to a number of, as yet unspecified, Olympic events.
Entrants simply need to follow, and then tell Innocent who they would most like to take to the Olympics and why – including the hashtag #tweetforaseat.
Eg “@innocentdrinks I’d like to take my @UncleTerry to see the cycling at the Olympic Games. He can bring his spare tyre #tweetforaseat”
Every morning we’ll look back on the previous day’s tweets and then pick the winners, based on originality, creativity and making us laugh a bit. Good luck.
It follows on from Innocent previous and similar ‘Tweet And Eat’ Twitter campaign
Rich Duff-Tytler, head of digital communications, said: “Twitter is a hugely important way for us to chat to and reward our customers directly,’ says Innocent head of digital Rich Duff-Tytler.
‘Being the official smoothie and juice of the London 2012 Olympic Games is something we’re really proud of, and we’re thrilled to be able to help people experience a once-in-a-lifetime event with “Tweet For A Seat”’.
Innocent has a 75% share of the UK smoothie market and is part owned by fellow Olympic TOP sponsor Coca-Cola.
Innocent has always placed an emphasis on holding genuine conversations with its customers – whatever they might be about – as a key part of its marketing mix.
Remember the telephone banana line promoted on its labels?
And this straightforward campaign follows on from that legacy.
However, this initiative is so simple that one wonders whether it was a quick turnaround response after Innocent scrapped its plans to host a festival that aimed to promote its sponsorship of the Games.
The event was axed after poor ticket sales and the brand claimed that the overcrowded summer schedule in the capital and bad weather had led it to pull the festival.