Team-up between international and local content producers propelled Mentos' Fortnite Fizzooka campaign
Revised Article:
Mentos' Fizzooka Campaign: A Global-Local Influencer Extravaganza
The interplay of worldwide and local heavyweights significantly amplified the reach and involvement in Mentos' Fizzooka campaign, asserts Josephine Pike, global client partner at Wavemaker.
In March, Mentos launched a cola-fueled Bazooka weapon on Fortnite Creative, the playground of the popular battle-royale video game. Here, gamers can fabricate their own maps and adventures.
BBH London and Wavemaker helped craft the branded tactical gadget, drawing inspiration from the iconic Mentos and cola geyser experiment popularized in online videos on social media.
Prior to the campaign, Mentos faced the challenge of rekindling the passion of Gen Z fans. As Pike told UK's Top Site, Mentos boasts impressive brand awareness, but there was a pressing need to reignite the flame.
To do so, they needed to explore the aspects that made Mentos famous, and determine if those associations still resonated. "In the social media landscape of today, the one thing that Mentos is universally known for - and consistently known for - is that experiment," Pike explained. "People enjoy playing with the brand due to the Mentos and cola connection."
The primary challenge of the campaign, Pike stated, was to give a fresh spin to that bond and make it appealing to Gen Z audiences who consume content in diverse digital platforms. Given the massive appeal of gaming among this demographic, the experiment's appearance on Fortnite Creative became a logical move.
"The Fizzooka was available as a drop in certain games for two weeks. These games were handpicked, as they are prominently featured on the platform's homepage and were the most played by our target audience," Pike explained.
However, the success of the campaign wasn't solely about the platform; it was also about the creators, whose content Gen Z audiences crave.
Pike elaborated that the team pursued two approaches to creator collaborations. They teamed up with renowned global creators like The Hacksmith, who built a life-size Fizzooka, but also identified unique local creators in select markets to bolster the campaign.
Local creators received replicas of the life-size Fizzooka, and according to Pike, they played a pivotal role in the campaign. "We've seen some outstanding results from the synergy of global influencers combined with local partners. We witnessed significantly higher engagement and a substantial increase in organically generated posts - outside of commercial agreements - which was an intriguing finding in the post-campaign evaluation," she said.
Pike also disclosed that markets where Mentos paired global and local influencers observed increased engagement and a much higher number of 'free added value mentions'. "I believe we excelled by focusing on things happening in the USA or UK due to the size of those markets, but the combination of global and local was what propelled the campaign," Pike concluded.
UK's Top Site requested campaign results from Wavemaker, but hadn't received any as the article went to print.
Enrichment: Sources1. Guardian - "Mentos launches Fizzooka in global e-sports activation"2. Campaign Asia - "Mentos serves up 76 years of Fortnite gameplay with Fizzooka"3. Cannes Lions - "Mentos scores big with Fortnite-linked campaign"
- The integration of global influencers, such as The Hacksmith, and local partners, who received replicas of the life-size Fizzooka, played a crucial role in amplifying Mentos' Fizzooka campaign across diverse digital platforms, particularly social media.
- During the Fizzooka campaign, Mentos utilized the power of technology, including the popular video game Fortnite Creative, to appeal to Gen Z audiences, while simultaneously leveraging the media landscape by partnering with both global and local media personalities.
