SodaStream Extends Its Super Bowl Advertising Buy Bringing the Experience Home With House Party
January 29 2014 - 8:00AM
Marketwired
SodaStream Extends Its Super Bowl Advertising Buy Bringing the
Experience Home With House Party
House Party Adds Fizz-Appeal to 1,000 Homes and Exponentially
More Social Networks Nationwide; Chatterbox Platform Further Drives
Trial and Content Creation, and Spreads Advocacy
NEW YORK, NY--(Marketwired - Jan 29, 2014) - SodaStream and
House Party have teamed up again, this time to amplify SodaStream's
advertising buy during the biggest game of the year with
experience-driven social marketing. For the second year in a
row, SodaStream, the world leader in home soda-making, will partner
with House Party, Inc. for "Fizz and Football," an advocacy
campaign that puts SodaStream's products into the homes and social
channels of 1,000 Game Day party hosts and their guests.
At the start of the 12-week "Fizz and Football" campaign, over
20,000 applicants vied for the 1,000 host slots by creating and
sharing videos and other content that demonstrated their special
passion for SodaStream. Once selected, the lucky 1,000 set up
individual party pages on House Party's digital platform to invite
their friends and plan and promote their parties. A week
before game day, their party packs arrived, filled with
SodaStream's soda maker, flavors, mini footballs and megaphones,
rebates and more. Then on February 2nd, Super Bowl Sunday, the
parties begin! Friends and families in a thousand homes, enjoying
the game, tuning in to the SodaStream commercial, and turning to
their new SodaStream machines, creating customized beverages, and
sharing their photos, videos, posts, tweets -- their
recommendations -- with millions beyond the parties,
driving huge and long-lasting brand and sales lifts.
To further drive trial, fuel content creation and spread
advocacy, SodaStream has added House Party's new Chatterbox™
offering to the mix. Two thousand of SodaStream's loyal fans will
be invited to be a Chatterbox for the brand and receive Chat Packs
filled with a variety of SodaStream flavors, 1-liter bottles,
rebates and more.
"We've built our business on word-of-mouth, so ensuring that our
Game Day ad buy was optimized, using experience-driven
word-of-mouth, was a natural for us," said Kristin Harp,
SodaStream's U.S. marketing manager. "We have worked with House
Party on many other campaigns with tremendous results. The
party hosts, our brand advocates, drove favorability lifts of over
250% among those they reached, and purchase-intent lifts of nearly
300%. That is powerful marketing and we were excited to put it
into action on Super Bowl Sunday, the biggest advertising event of
the year."
"We're thrilled to once again be a part of SodaStream's Super
Bowl media blitz, amplifying their TV spend with our experience
driven social marketing platform," said House Party CEO Chris
Maher. "Our campaigns have generated unmatched engagement,
advocacy, and brand lifts -- and make the rest of the mix work
better."
SodaStream will premiere its ad, during the 4th Quarter of Super
Bowl XLVIII on Sunday, February 2, 2014.
About SodaStream
SodaStream International Ltd. (NASDAQ: SODA) is the world's leading
manufacturer and distributor of home beverage carbonation systems,
which enable consumers to easily transform ordinary tap water
instantly into carbonated soft drinks and sparkling
water. Soda makers offer a highly differentiated and
innovative solution to consumers of bottled and canned carbonated
soft drinks and sparkling water. Our products are
environmentally friendly, cost effective, promote health and
wellness, and are customizable and fun to use. In addition,
our products offer convenience by eliminating the need to carry
bottles home from the supermarket, to store bottles at home or to
regularly dispose of empty bottles. SodaStream products are
available at more than 60,000 retail stores in 45 countries around
the world, including over 15,000 retail stores in the United
States. For more information please visit
www.sodastream.com.
About House
Party House Party is an experience-driven social marketing
platform that drives consumer recommendations, at scale, to build
brands and increase sales. Our platform enables brands to easily
identify influential advocates, engage them with in-person brand
experiences, and amplify their advocacy through social media,
generating unmatched results.
House Party offers brands two advocacy marketing solutions --
House Party campaigns (for a shared group experience) and
Chatterbox campaigns (for an individual brand experience). For
clients who want to leverage the resulting earned-media content to
create more effective paid digital media, House Party also offers
"Reality Advertising."
House Party programs, all rigorously measured, are employed by
many of the world's best-known brands, including Kraft, Kimberly
Clark, MillerCoors and Hasbro. Visit us at about.houseparty.com.
Follow us @HousePartyInc.
Media Contact:
Audrey Mann Cronin Mann Cronin PR Email Contact 914-861-2009 - c
914-260-9651 - o
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