Cheerwine has launched a unique contest this month on the University of North Carolina at Chapel Hill campus to find a student who is both a fan of the soft drink and personifies the brand, to spread “cheer” and fuel a grassroots movement among his or her peers throughout 2010.
The Salisbury-based beverage has created a new Web site ó CheerwineCzar.com ó where students can upload videos of themselves explaining why they would be the best “Czar of Chillocity.” Cheerwine will then select the top five finalists and feature them on the site for students to select the winner. In 2010, the elected Czar will represent the soft drink on campus and be rewarded for hanging out, mingling and sampling Cheerwine at specified events and popular student hangouts.
“Cheerwine has such a loyal following, and our fans truly feel a sense of ownership over the brand,” says Tom Barbitta, vice president of marketing for Cheerwine. “Our Czar program will show how influential one of our fans can be once equipped to spread Cheerwine across campus. We’re reaching out to college students, and we’re dialed in to how important authenticity and transparency are to them.”
Cheerwine is promoting the contest through a mix of marketing efforts, including an ad in the Daily Tar Heel, flyer distribution, media relations, outreach through select professors and participation in a part-time job fair.
“We may be small relative to the major players but we’ve got the biggest heart in the soft drink kingdom and we’re seeing strong growth this year, while the carbonated-soft-drink category is slumping. Vital to our success will remain staying true to who we, retaining a strong sense of community while at the same time launching highly relevant programs against our target consumer,” says Barbitta. “An initiative focusing on student-to-student interaction aligns with everything we’re about. The little guy can definitely fuel a movement with the right product and strategic direction.”
To qualify for the title of “Czar of Chillocity,” a UNC-Chapel Hill student must be: a rabid Cheerwine fan; an undergraduate; outgoing and kicked back (just like the soft drink); available in 2010; and in good academic standing.
The Czar will have a chance to earn $1,000 for going to Cheerwine-selected events in 2010, among other Czar duties, with the potential to earn more.
Visit CheerwineCzar.com for full contest rules and information.