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Brisk adds a twist of mobile to heritage-themed sweepstakes for artists

PepsiCo?s Brisk Iced Tea brand is encouraging consumers to creatively depict what their heritage means to them by uploading their personal art, music and designs onto social media for a chance to win a trip to a Californian pop culture festival.

The beverage marketer is ringing in Hispanic Heritage Month with a social-based activation designed to empower artists and connect them with likeminded individuals on digital platforms. The #BriskMode Accelerator program, which invites entrants to submit their creative pieces via Instagram, will likely garner a larger social following for Brisk Iced Tea.

?These approaches can definitely still be effective at linking brands with their target audiences,? said Ross Andrew, chairman and CEO of Maropost. ?While originality may have been lessened over the years with social media contests, one can?t deny they do an ample job of serving a purpose in generating engagement for these brands.

?One should not underestimate the power of a hashtag that goes viral, and with Brisk providing such an opportunity, one shouldn?t be shocked to see their timeline flooded by Brisk at some points.?

Going into mobile mode
The #BriskMode program will offer an online platform from which artists can glean inspiration regarding music, art and fashion, as well as access resources to stoke self-expression and attain greater exposure for their work.

Now through October 7, creatively inclined consumers can visit BriskMode.com on their smartphones or desktops to learn how to submit their music, art and fashion designs depicting how they feel about their heritage.

The contest rules ask participants to upload a 30-second Instagram video explaining how their heritage inspires them via the #BriskModeArtContest, #BriskModeMusicContest or #BriskModeFashionContest hashtags.

On October 10, individuals can return to the campaign microsite to vote for their favorite entries.

The contest will see five winners get crowned ? all of whom will win a trip to Long Beach, CA, the site of the first ComplexCon.

ComplexCon is a festival and exhibition designed to bring together pop culture, music, sports, style, food and more. It will take place on November 5 and 6.

Three winners will be chosen to represent the categories of music, art and fashion, while the other two winners will be determined based on highest number of votes and random selection from the entry pool, respectively.

On-the-go creative access
Throughout the duration of the contest, consumers will be able to visit the Brisk Mode mobile-optimized site to interact with fellow creative individuals and collect tips from professionals in the fashion, art and music fields.

Several of these experts include eyewear designers Coco and Breezy, music producer Lenny Santiago and calligrapher Aerosyn Lex.

The mentors were selected to help virtually inspire consumers and encourage them to include nods to their heritage in their artistic pursuits. Additionally, they will join the contest winners at ComplexCon for one-on-one sessions.

Brisk Iced Tea?s parent company has been engaging in a slew of mobile-first activations lately as it ramps up to reach on-the-go target consumers.

Several weeks ago, PepsiCo leveraged the excitement surrounding the MTV Video Music Awards by introducing a new mobile-optimized music hub during the show, allowing millennials to enjoy tunes and discover up-and-coming artists through the Shazam-amplified platform (see story).

PepsiCo was also the first to partner with Twitter for its promoted sticker launch as the next leg in the consumer packaged goods marketer's Pepsimoji campaign, which is populating the physical and digital realms with millennial-friendly symbols (see story).

The #BriskMode Accelerator program is likely to result in a significant uptick in followers for the beverage brand.

?This contest will surely help Brisk gain a greater following as it caters to those looking to be discovered ? and we know how many of those exist, nationwide,? Mr. Andrew said.

?Think about shows like American Idol, America?s Got Talent, and The Voice and you can see there is a great thirst for people to find the next big thing, to be the next big thing and for fans to support the next big thing. This contest will create excitement similar to those shows, and the Brisk brand will see a boost from all the participation of those running in the competition and those that will encourage them.?