LIME-A-RITA: #ExtraRita
Agency: Huge
Client: Lime-A-Rita
Huge and Lime-A-Rita partnered to generate buzz and spread awareness around the launch of their new seasonal fall flavor, Pome-Granate-Rita. To drive engagement during this saturated time, we concepted a creative campaign idea that tapped into the existing social behaviors of their target audience (MEMES) and leveraged the social buzz surrounding the Fall TV season and popular premieres such as Empire, Will & Grace and HTGAWM.
The campaign was supported on Lime-A-Rita's owned and paid social channels. Additionally, we activated 25 meme and lifestyle collaborators to create custom content that tied the product to Fall TV premieres and demonstrated the #ExtraRita attitude of the new flavor. The campaign resulted in more than 4.5M impressions and a 20% engagement rate on FB/Instagram through the campaign duration. Additionally, it generated over 3.4M impressions on Twitter.
#ExtraRita created an opportunity for Pome-Granate-Rita (the most “extra” drink of all drinks) to take part in the conversation.