Alka-Seltzer Case Study

An overview of our process to find solutions and produce results for our partners.

Alka-Seltzer Drives Customers to Retailers with Out of the Groove

  • Client: Alka-Seltzer
  • Category: Digital Content

Alka-Seltzer is one of the most well known brands in the world, and working with them demonstrated exactly how they got that way. They offered a streamlined and confident approach to content marketing, allowing Eric to seamlessly integrate Alka-Seltzer into the regular programming while also delivering an explicit call to action for Alka-Seltzer’s retail partner, Wal-Mart.

Challenge

  • The opportunity to deliver one of the most famous slogans in advertising (“Plop pop! Fizz fizz!),” along with a key retail partner like Wal-Mart, provided a standard of quality, and Eric had to preserve that tradition
  • Driving customers directly to Wal-Mart was a key component of the activation, and Out of the Groove had to fit into that broader campaign
  • Race review episodes are straight to the point, and Eric had to deliver a strong call to action quickly while also delivering maximum exposure

Solution

  • Eric incorporated the call to action to find Alka-Seltzer at Wal-Mart into the messaging, but further utilized the “Available at Wal-Mart” assets on-screen to maximize exposure
  • Eric directly highlighted the prestige of the Alka-Seltzer brand, and connected it to their organic support for the Out of the Groove community
  • Eric further incorporated the Alka-Seltzer branding into the episode programming, maximizing impressions while underlining Alka-Seltzer’s support for the show

Benefits

  • NASCAR fans have a particular bond with sponsors in their industry, and Alka-Seltzer’s support for Out of the Groove helped solidify that special relationship with NASCAR fans in the audience
  • Alka-Seltzer’s streamlined approach allowed Eric to deliver a clear call to action while also delivering a unique content experience
  • Alka-Seltzer was able to effortlessly and organically enter the online NASCAR fan community while preserving tradition, reputation, and authenticity for them and their retail partner

Results

  • Over 46,000 Video Views on YouTube
  • Over 21,000 Impressions on Twitter
  • Great feedback from over 1,000 audience comments
    • “Kurt Busch might need some Alka-Seltzer after his engine blew up”

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