- by Larissa Faw , 40 minutes ago
Nestle's SweeTARTS candy brand is tapping into the world of college acapella, famously portrayed in the "Pitch Perfect" movie franchise as part of the new national campaign. (The film's third installment is set for a December release.)
The SweeTARTS Acapellooza Contest invites collegiate acapella teams (between four and eight members) to create original 20- to 30-second "riff-off” videos of their groups performing an original song that creatively incorporates SweeTARTS Chewy Sours.
Participating groups must publish their videos to Twitter or Instagram using #SWTAcapelloozaContest no later than Sept. 24.
SweeTARTS will publish the finalists’ video entries on SweeTARTSAcapellooza.com. Fans are encouraged to vote for their favorite performance. The brand will announce the winner on Oct. 4.
The winning acapella team will join "Pitch Perfect" actress Brittany Snow, as well as collegiate acapella groups The University of Southern California’s (USC) Reverse Osmosis and SoCal Vocals during the SweeTARTS Acapellooza Concert at USC on Oct. 10. The event is free and open to the public. Tickets can be reserved at SweeTARTSAcapellooza.com starting Sept.26.
The brand collaborated with several agencies on the campaign, including Weber Shandwick’s Team-N, which assisted with campaign strategy, planning and other tasks.
SweeTARTS’ digital AOR Swift created weekly social content to drive Acapellooza awareness and participation. These Facebook and Twitter posts are designed to underscore SweeTARTS’ position as the brand that encourages fans to "follow their tart," wherever it leads them.
Nestle’s U.S. media agency MetaVision Media is responsible for strategic planning and channel investments.
Source: Media Post Social