ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Reese's penetrates autumn marketing overload with football social media contest

Author

Brielle Jaekel
The Hershey Company's Reese's brand is appealing to college football fans this season by partnering with popular on-air ESPN personalities to get consumers in the game through social media contests, helping it stand out during the fall marketing frenzy. 

College football season is here, and fans are excited to watch their favorite teams and alma maters compete for the championship, prompting Hershey?s to want in on the action by promoting its Reese?s products with sports coverage via social channels. ESPN?s College GameDay Built by the Home Depot hosts Rece Davis and Kirk Herbstreit are teaming up with Reese?s for a social media contest to celebrate with fans and appeal to consumers during an influx of promotional content.

"Social media is an extremely important component in a campaign like this," said Amy Leavitt, marketing director at Briabe Mobile. "Creation of a unified strategy between mobile, social and content is key to brand success. 

"Consumers spend a massive amount of time on social networks on their mobile device, where they both consume and share content," she said. "Mobile is convenience and access, social is conversation, and content provides engagement."

Fall coverage 
College football fans will have access to a substantial amount of content covering the games and happenings during the season through Reese?s various social media platforms. The candy brand is encouraging consumers to get involved with a contest via social, in which users upload pictures of themselves celebrating game day. 

Fans are sharing images of their friends and family, showcasing how they spend their days watching or attending college football games with the hashtags #TeamReeses and #ContestEntry. Participants may enter for a chance to be featured on College GameDay and to win a trip for the ultimate College GameDay experience. 
As the summer starts winding down, the upcoming autumnal season incites a slew of marketing content, as consumers settle into their normal routines and become more accessible for advertising and promotional content. Marketers now have more subject matter to entice consumers with content such as the kickoff of college and professional football seasons, kids going back to school, the upcoming Halloween holiday and fall products.

It is important for brands such as Reese?s to incorporate content that stands out in the onslaught of marketing, especially with mobile and digital inciting even more substantial amounts of content. The GameDay contest allows for Reese?s to make a lasting impression on consumers and create a strong brand for consumer bonding. 
Mr. Davis and Mr. Herbstreit will be the deciding judges for the winners of the grand prize. 

Also, on Sept. 19 the two will bring on-site activations with Reese?s through social media, serving fans exclusive content and interactive games. 

Social promotion
Reese?s is no stranger to mobile and social media marketing content, as well as sports-related partnerships. 

Reese?s recently drove sales and awareness of its candy products by teaming up with the National Collegiate Athletic Association to sponsor an annual College All-Star Game, and leveraging a bracket-themed promotion on social media to offer coupons to mobile users (see more). 

However, the brand is not the only one to leverage social media contests to stand out during fall marketing. U.S. fashion label Diane von Furstenberg invited consumers to join its team of secret agents with a new social contest as part of the brand?s fall campaign (see more). 

"ESPN has consistently shown that they have a strong commitment to mobile," Ms. Leavitt said. "By teaming up with ESPN, Reese?s is aligning themselves with a brand that really understands the importance of mobile strategy, and one that incorporates content and social. 

"Consumers are drawn to campaigns where they can actively participate and share," she said. "A campaign that combines fan engagement and sharing along with a contest is setting both brands up for a win."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer