Danone has picked Coupons.com to run a product sampling campaign via Facebook, as the firm looks to promote the new range of super thick yogurts, danio.
In the first social media campaign of its kind for the brand, and following the success of the June #makemybreak Twitter competition and coupon campaign, danio is launching a coupon campaign on Facebook to further increase awareness of the brand and encourage product trial.
Leah Ferris, Assistant Brand Manager – Innovation at Danone comments, “danio represents Danone UK’s most exciting innovation for years and consumers need to try it to understand how different it is to ordinary yogurts.
To increase trial and awareness we are excited to work in conjunction with Coupons.com to run the Make My Break competition on social media”.
The Facebook competition will reward eight lucky fans with a prize, and will offer runners up the chance to claim a free pot of danio yogurt with a print at home coupon. danio has also been running a Twitter competition with the hashtag #makemybreak, encouraging followers to submit ideas for their perfect 20 minute break using the hashtag. One lucky winner was provided with their ideal break and three runners up were awarded a smaller prize. The first 5,000 entrants were also rewarded with a print at home coupon for a free pot of danio yogurt, managed by Coupons.com.
The social couponing activity is just one element of a wider integrated marketing campaign promoting the new 0% fat and low fat danio yogurt that includes experiential sampling, TV advertisements, and an extensive outdoor media presence across London.
Oliver Felstead, Managing Director, Coupons.com UK & Europe concludes, “We are delighted to be working with Danone to support the launch of danio. By combining ‘social sampling’ with traditional sampling methods, brands like Danone can cost effectively extend the reach of their sampling activities and leverage social networks to engage consumers”.