Project Main Details
The video is intended for digital distribution and possibly other derivatives (like award submissions etc.). 2016-06-06 04:23:41 GMT 2016-06-10 21:00:00 (GMT -08:00) Pacific Time (US & Canada) Yes (click here to learn more about ) Closed and fulfilled 21 15 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 55 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 21 audition(s) and/or proposal(s) so far.
• Audio files must be delivered via FTP/Dropbox/Google Drive/cloud
Chicken of the Sea needed a communications platform they could own- something big enough to support multiple product launches, now as well as in the future, and one that could capture the brand’s essence of exploration….
Chicken of the Sea wanted to also create a more emotional connection with consumers and keep them looking to them for great products as well as a sense of community.
With these objectives in mind, the “Sea the Possibilities” platform and campaign was born. Sea The Possibilities made the simple act of trying new items like Tilapia and Sriracha Salmon, the first step in exploring something bigger: LIFE.
And Chicken of the Sea gave consumers many opportunities to explore. Both in-store and online. By starting with heavy hitters … Chicken of the Sea created huge awareness - without national TV or print advertising.
They selected highly targeted stores within these chains to do demos - based on the primary lifestyle of the shoppers in their area. Affluent and culinary-experienced cityslickers got to try Tilapia.
And well-off suburbanites got a taste of Sriracha Salmon. All told, 5,000 demos saw over one million curious explorers trying a bite of Chicken of the Sea’s delicious innovations.
With a taste for delicious adventure, consumers were well on their way down the path to purchase. Chicken of the Sea continued their focus on growth tapping into what explorers love to do: sharing their discoveries. Chicken of the Sea challenged consumers to venture out, try new things and discover a Sea of Possibilities--in the kitchen, and in life.
Top influencers first took the challenge, spreading the excitement and inspiring others to do the same. Chicken of the Sea continued to build on that momentum on Facebook, Twitter, Instagram and Pinterest… …and saw a tidal wave of response.
People trying the new Tilapia and Sriracha products. People spreading kindness in meaningful ways and creating a sense of community on social channels
And people daring to live a larger life, discovering that they still had room to grow and inspire others, solidifying a sense of common ground and community among Chicken of the Sea Challengers, consumers and shoppers alike.
The results were astounding. Chicken of the Sea surpassed its marketing goals and built a community around the brand— and that’s an innovation that keeps consumers coming back, for a Sea of Possibilities.
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