Bayer is using music to form a social media campaign, which supports the recent launch of its new effervescent product Berocca Boost.
The multi-vitamin tablet differs from Berocca original because it contains Guarana, a natural energiser. The product is aimed at those seeking an alternative to energy drinks in the market.
Using Facebook and Spotify the campaign plays upon the idea that taking Berocca Boost is like listening to an upbeat track – it boosts your energy and helps you feel more awake and alert. A Facebook App has been specifically designed whereby users can send their friends a ‘music boost’ in the form of an uplifting song.
Users also have the chance of winning two tickets to the Rio Carnival. The first stage of the campaign will carry the competition element and voting on songs which will be put forward to the Berocca Boost Ultimate Playlist. There will then be follow up promotional activity of the Ultimate Playlist.
The activity has been devised by JWT London, with media planning and handled by Mindshare. The key to Berocca Boost is that the Guarana works in synergy with a combination of B vitamins and minerals, to create an effective clinically proven formulation that quickly decreases tiredness and increases accuracy. The product does not does not contain sugar, harmful stimulants or preservatives.
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