Sparkling Ice Flavor Lab Interactive Site
Talking Rain asked for an immersive microsite to house their flavor contest for Sparkling Ice. We came up with an interactive flavor-building tool for customers to create their very own dream flavor and submit it in the form of a personalized flavor card. Oh, and the winner gets $100,000!
What flavor would you dream up? (Cotton candy hibiscus sparkling water, anyone?) Try it for yourself here!
Credits:
Kiley Mabry Associate Creative Director
Judi Cutrone Copywriter
Mary Norvell Strategy
Claire Dart Lead Art Director
Jaylynn Canales Art Director
Dennis Heidebrink Creative Director
Chris Jones Development
Steven Shepherd Development
Nate Hoyt Development
The Flavor Lab builder was designed to capture data in two different ways: Users entered the contest either by building a custom flavor (left), or skipping straight to the entry form and writing a description of their flavor (right). Through this experience, we encouraged both loyalty to the brand and the acquisition of new customers. At the same time, we gathered valuable first-party data through a diverse, promotional campaign spanning multiple channels.
RESULTS
Only a few weeks after launch, the Flavor Lab builder had already beaten KPI by 1500%.
There were nearly 179,000 total entries into the contest at its conclusion. That's up nearly 8900% from the original goal of 2,000 entries. In addition to that huge win, the site also won a Silver W3 Award!
