Vita Coco Connects Maroon 5 With Fans Using Twilio MMS

Vita Coco Connects Maroon 5 With Fans Using Twilio MMS

In 2001, maroon was a color. Now it’s a band. When you read the word maroon, think it, hear someone say it, your brain autocompletes it to Maroon 5. The pop-rock six piece has spent more than a decade topping the Billboard charts. When Maroon 5 set out for their latest tour, they had the support of coconut water brand Vita Coco to fuel them — and their millions of fans.

Vita Coco put the call out to Maroon 5 fans to send selfies to their Twilio-powered number for a chance to win a trip to Barcelona, and see Maroon 5 play live. With the help of Twilio, and CRM Text, Vita Coco was able to scale their campaign to the size of Maroon 5’s gigantic fanbase.

Vita Coco got the idea for the selfie campaign before Maroon 5 went on tour. They knew that the campaign would be popular and looked into getting a short code that could scale to their demand. But, provisioning a shortcode can take months, and Vita Coco did not have the luxury of that amount of time. They contacted CRMText to get their idea off the ground and ready for tour.

“One of the big advantages of our platform is that for clients that need rapid response and don’t have 2-3 months to get their own shortcode, we can fill that need very quickly,” said Stan Bradbury, CEO of CRMText. CRMText used a shortcode, powered by Twilio, to ship a prototype of the application to Vita Coco within days their request. “It was great, the handoff was seamless,” added Stan.

Vita Coco also launched a selfie campaign at retailers across the nation. They posted promo point of sale materials like photo-standees and signage in stores. They added a call to action encouraging people to take a selfie with the display to enter to win a trip to Barcelona and see the band play live. The call to action worked. Many consumers entered and Vita Coco saw a notable lift in sales.

“It’s been fantastic on all fronts. Our retailers are posting displays, our fans are engaging and our sales are up in participating chains in the months we’ve been running these campaigns.” said Jessica Qussar, Culture Marketing Manager at Vita Coco.

Vita Coco concluded their campaign as the North American leg of the Maroon 5 tour as the band played their final show of tour in Anaheim, CA on April 6th, 2015.