Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
When Kraft’s Mio Energy drink partnered with DJ Steve Angello in March to introduce the product to millennials, Mio’s Instagram followers went from 350 to 650 and the brand increased its Twitter followers from nearly 9,000 to 16,000.
After the release of its Mio Energy drink in 2012, Kraft Foods was looking for a new way to reach the millennial audience. DJ Steve Angello held a secret concert during Miami Music Week and encouraged fans, concert goers and social media followers via a video to upload their images to Instagram using #MioNights to unlock an original Steve Angello song inspired by Mio. Each photo helped to unlock a new portion of the song that consumers could download, and now the music video for this song will feature 17 of the Instagram images uploaded by consumers.
In addition to the growth on its social media pages, Mio got more than 230,000 visits to its Mio Nights campaign website. A total of 1,465 total pictures were uploaded, and to date, there have been 2,079 downloads of the song, but Kraft expects this number to increase once the music video is released.
More in Marketing
Ikea’s CMO sees LLMs as the newest place a brand has to hold its line
LLMs have widened the brand. Ikea’s CMO thinks the basics still hold.
How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI
BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.
‘Mission and capital can coexist’: Golden State Valkyries’ Jess Smith on pitch to sponsors
The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold.