Boom is an energy drink brand that competes against Red Bull in Jamaica for share-of-pocket among millennials. As such, a fully integrated 360-degree marketing campaign was developed to capture consumer imagination through every touch point including in trade and the 2nd screen.
The concept required a mobile App. both Android and iOS and partnerships along the client’s value network. The augmented reality application was synchronized with the nightly news broadcast on the major national TV station, to a countdown of a special branded ad at which time the App. would open to a branded Boom bottle, and users would need to move their phones to catch the falling droplets of Boom within 15 seconds. The top 15 users would win instant prizes nightly.
The success of this campaign exploded the growth of the brand on social media, drove sales and built a strong brand foundation that is still yielding benefits today.
Devon Hunter 