[ yellow tail ] wines spread a little happiness to over 100 million people with its third Super Bowl commercial—this time with a twist by featuring two of its own customers in the ad. In the months leading up to the big moment, Socialtyze worked with [ yellow tail ] to run a contest asking America one simple question:
“What makes you happy?”
The winner would ultimately be selected to appear in [ yellow tail ]’s Super Bowl spot and win a trip for two to “their happy place”.
To enter participants simply had to upload a video of their personal version of happy in 6 seconds or less. More than 1,500 videos were submitted featuring everything from dogs to dancing to workouts to travel to sports to love….and everything in between. Here’s a snippet of what America had to say about happy:
Tonya Noble, Senior Brand Manager of [ yellow tail ] said, “Who better to ask the definition of happiness than our own customers? We were blown away by their response. We look forward to surprising and delighting them more and more. Our tagline ‘tastes like [happy]’ provides us with the ideal platform to do so.”
The contest was marketed via paid media on Facebook and Instagram, as well as with 34 influencers who have a total reach of 7.5 million, creating and sharing 126 #tasteslikehappy posts across social media. Socialtyze also ran guerrilla marketing efforts to drum up significant buzz and momentum.
To see a wider collection of the videos on the contest site go to: tasteslikehappy.com.
The grand prize winner is Adrien Colon from Oakland, CA who shared a beautiful dance video that he shot in Ibiza, Spain as a tribute to his Dad who taught him how to dance. The runner up was Katherine Nuñez from Peabody, MA who shared a video of her swinging from a rope off a boat in Aruba during her honeymoon. Here’s the commercial that ran during the Super Bowl:
While including consumers in ads is not new, it’s not that common for marketers to do so for major events. This program worked so well because [ yellow tail ] and Socialtyze asked consumers to do something that they are already doing—sharing happy videos in social. The theme of happiness is tied perfectly into [ yellow tail ]’s tagline “tastes like [happy]” and the timing could not have been better…after all, who doesn’t want to see and experience a little happiness these days. 😀