DEHYDRATE RESPONSIBLY
WATERBOY X LOVERBOY COLLEGE POP UP TOUR
CAMPAIGN #1
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My goal is to promote brand awareness through product experience, community engagement, make awareness of our market differentiation, and give product exposure. By traveling around to a couple college towns, and partnering with Loverboy, a sparkling hard tea brand, it will allow Waterboy to expand their reach to a larger audience.
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We promise that with Waterboy, you will be able to live life to the fullest without the worry of a rough morning hangover getting in the way of your studies.
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College students aged 21-24 years old are down to party, love going out, and seek ways to ease their college hangovers while also being studious and caring about their health.
EXECUTION
EXECUTION
INSTAGRAM VIDEO TEASER
I chose this tactic with the purpose to generate buzz and awareness amongst the audience, and to encourage them to stay tuned for an upcoming collaboration announcement between Waterboy and Loverboy.
INSTAGRAM POSTS
The purpose of the first post is to announce the college pop up tour and stops. I selected dates from the 2024 College Football schedule that coincide with home games, ensuring that the tour dates will occur during each colleges home game tailgates. The second post is to continue drawing that awareness for the brand collaboration.
INSTAGRAM PROMOTED AD
This ad is meant to promote the collaboration and the tour to a broader audience, other than just their followers. This ad will specifically target college-aged individuals, aged 21-24, and will be promoted exclusively on Instagram. The learn more tab leads to the website giving details about the tour and the opportunity to purchase tickets.
GIVEAWAY INSTAGRAM CAROUSEL
The goal is to provide everyone with an opportunity to engage with the brand collaboration, even if they are unable to attend the tour locations. This approach fosters brand awareness and generates excitement surrounding the campaign thru UGC.
POP UP TOUR
The purpose of the pop up tour is to create and grow brand awareness, by tapping into the target audience and giving them an in person brand experience. This will be a tailgate event hosted at all four colleges, open to individuals aged 21 and above. Tickets can be purchased in advance or at the entrance. Attendees will have access to all Loverboy and Waterboy products, stickers, and merchandise will also be available for purchase. It’s a fun opportunity to celebrate at each college home football game, and experience Loverboy and Waterboy firsthand.
TOUR BUS
The branded bus is meant to advertise for the tour as it travels from campus to campus sharing the hashtag.
PR BOX
The PR box will be sent out to select microinfluencers at each campus. They will be incentivized to post about receiving the box, and it will drive awareness for the tour. The box includes a card, 3 of the variety pack Loverboy flavors, 3 Waterboy flavors, and the merch sweatsuit folded underneath.
List of Influencers
Alabama: Marissa Ayers, Amanda Evans, Jayna Jones
Florida: Taylor Anne, Isabelle Johnson, Anna Elysian
Clemson: Abby Papetti, Hailey Bloch, Ellie Peats
Georgia: Jillian Rhae, Margot Murphy, Addison Inman
INVITATION CARD
Inside the PR box, recipients will find a personalized invitation to the event along with a request to be a campus ambassador, tasked with promoting the event on campus.
MERCH
The merch is meant to continue to promote the campaign through a wearable tactic. The merch will be available to purchase online and at the event.
In creating the campaign stickers, I reimagined the iconic Waterboy water drop, depicting it holding a Loverboy can. To further personalize the stickers for each college tour stop, I included the logo of each school on the character’s cheek. The goal is to promote the collaboration and enhance brand awareness and these stickers do just that, as they will be sent out in the PR box and displayed all over the events.