Project for:
University of California, Berkeley - Marketing Certificate
Consumer Buying Behavior in Age of Social-Media-Driven Relationships
EDP 306407 – Fall 2013 – Kathy Klotz-Guest
1. CONSUMER BUYING BEHAVIOR IN AN AGE OF SOCIAL-MEDIA-DRIVEN RELATIONSHIPS - UC BERKELEY EXTENSION - NOV 2013
NEW PRODUCT CAMPAIGN
TWIX FIESTA
ANDRESSA GRAMS
BRUNA BRANDÃO
JULIANO DELLAMEA
NATÂNIA LEITE
6. • New spicy flavor named ”Twix Fiesta”
• Spicy chocolate
• More than half of consumers prefer spicy
• 50,478,000 Hispanic population in US (2010)
• Spicy is an American/Mexican influence
Twix Fiesta
!6
7. • Dried seed, fruit, root, bark, or
vegetable substance primarily used
for flavoring, coloring or preserving
food
• Cause a burning feeling in mouth
• Exciting and somewhat shocking
• Twix Fiesta in chipotle flavor
Twix Fiesta
!7
Scoville Scale*
*An empirical measurement dependent
on the capsaicin sensitivity of testers and
so is not a precise or accurate method to
measure capsaicinoid concentration,
however, capsaicin concentration can
very roughly be estimated as ~18μM/
SHU.
HOW SPICY?
Twix Fiesta
13. NOW
• Try to reach a younger target group
• Launched “Left Twix / Right Twix”
• People began to see TWIX as chocolate for teenagers
Twix Fiesta
!13
14. OUR CAMPAIGN
• Gen Y
• Innovators
• Between 19 and 36
• Like to taste new flavors and have new experiences
Twix Fiesta
!14
15. WHO ARE THEY?
First Credit Card at 12
Uses phone to shop online
Gets news from Social Networks
Doesn’t own a TV
1/3 of US population
Love to try out new things
Twix Fiesta
!15
WHERE ARE THEY?
Social Networks
Streaming Content Apps
Online stores
Hanging out with friends
GENERATION Y
26. Here is our Fiesta,
now it's time to show yours.
Our party was awesome!
Now we want to make yours.
Send your video telling us
why Twix have to do a party for you.
Fiesta
#TwixYourFiesta
!26
27. Twix Fiesta
• Party Bus traveling 10 biggest cites of US
• 1 popular person in each city
• All 10 parties on YouTube Channel
• Ask consumers to upload a video
• End of Journey: 10 customers picked among
the top 50 voted videos
Twix Fiesta
!27
INTEGRATED CAMPAIGN
28. • Big offline events
• Video cases on YouTube
• Facebook gallery with all uploaded videos
• Tweets covering the events
Twix Fiesta
!28
INTEGRATED CAMPAIGN
29. EVENTS AND SAMPLINGS IN MAJOR HOLIDAYS
AND CELEBRATIONS OF LATINO COMMUNITY
• Cinco de Mayo
• El Día de los Muertos
• Día de la Virgen de Guadalupe
Twix Fiesta
!29
30. Twix Fiesta
!30
RESEARCH !
AND CHOICE OF!
10 POPULAR
PEOPLE
PARTIES!
AND VIDEO CASES
PRODUCTIONS
CAMPAIGN
LAUNCH
CONTENT
PUBLISHED
EVERY 3 DAYS
(ONE PARTY
EVERY 3 DAYS)
CHOOSE !
THE 10 VIDEOS
END OF CAMPAIGN
AND PUBLICATION
OF WINNERS’
VIDEO CASES
CAMPAIGN SCHEDULE
Mar 1st April 1st June 1st July 1st August 1st
32. • Social Media and Word of Mouth Strategies
• YouTube channel
• Google Adwords
• Samplings in universities and colleges, dance clubs and parks
• Party Bus generate content to Facebook and YouTube Channel
Twix Fiesta
!32
33. Fiesta
Here is our Fiesta,
now it's time to show yours.
!33
