Instead of painting the town red, sugar alternative Truvia is Turning the Town Truvia by asking fans to submit the names of eateries where they'd like to see the product.
And, two and a half months into the campaign, Truvia has netted 35,000 leads and boosted its Facebook fans by 25%.
Each nomination submitted via Truvia's Facebook page will count as an entry for a chance to win $5,000. Participants also receive coupons for $1 off Truvia products in exchange for their contributions.
When a particular location receives multiple nominations, Truvia assembles a welcome kit, says Mark Brooks, global consumer products director for Truvia. Each kit includes a welcome letter to the Turning the Town Truvia program, a Truvia mug, an 80-count box of Truvia natural sweetener and a package of the Truvia Behind the Bar product.
Truvia says it is still finalizing outreach details to one-time nominees.
According to Brooks, the goal is to incentivize potential customers to understand how Truvia fits their own brands and why they should bring in the product.
The campaign is running from October 1 to December 23. So far, it has received consumer nominations in five target cities: Atlanta, Boston, Chicago, New York and Seattle.
Truvia adopters as a result of the campaign include the Hilton Atlanta, Hilton Boston Logan Airport, Biaggi's in Chicago and the Fireman Hospitality Group, which includes Bond 45, Café Fiorello, Redeye Grill, Brooklyn Diner and Trattoria Dell'Arte.
In addition, Truvia's Facebook fan base stands at nearly 104,000 likes.
Truvia is promoting the campaign via print, broadcast, online and social media spots in coordination with CBS Network. Geo-targeted Facebook ads ran in the five target cities. Truvia also sponsored posts targeted to fans in the five cities during three in-market promotions held at local bakeries.
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
June 5, 2013
1:00pm ET / 10:00am PT