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Nestea mobilizes classic ?Take the Plunge? campaign to drive interactivity

Nestea has brought back its classic ?Take the Nestea Plunge? ad campaign, updating it with a strong dose of mobile, including ads, a smartphone-friendly Web site, a social contest and in-store QR codes.

Given that many consumers remember the original campaign and its images of thirsty people falling backwards into a body of water after taking a sip of Nestea, mobile is a great way for the brand to involve consumers by encouraging them to showcase their own plunge. The campaign is built around promoting Nestea?s new recipe, with added flavor and fewer calories.

?Currently about a third of all traffic to Nestea sites comes via a mobile device, so mobile integration is a critical part of our overall digital plan,? said Sara Hilliard, senior brand manager for Nestea.

?We are also leaning more into social media to drive deeper brand engagement,? she said. ?For example, our summer promotion includes a component where consumers can receive bonus entries into our sweepstakes by submitting a photo sharing how they ?Plunge Into Summer? on Instagram.?

Summer fun
The original ?Take the Nestea Plunge? advertising campaign debuted in the 1970s and ran through the 1990s.

The new TV ads went live on Memorial Day, featuring a stranded musician is wandering in the desert. After grabbing a cold Nestea, he plunges backward into water and is quickly transported to a concert where he has become a crowd-surfing star.

Nestle is also supporting the Nestea with a ?Nestea Plunge Into Summer? sweepstakes beginning on June 2, giving consumers a chance to win a variety of prizes throughout the summer.

On mobile, pre-roll videos will be running on the mobile offerings for Pandora, TubeMogul and Hulu.

The promotion will also live on a mobile friendly Web site,

Jump into social
In addition, consumers will be able to showcase their plunge and receive bonus entries by registering for the promotion on and uploading a photo to Instagram or Twitter using the hashtag #NesteaPlunge.

Nestea will showcase some of the photos on its social pages and on

Additionally, certain in-store displays will have QR codes that consumers can scan and learn more about the promotion.

Consumers can also visit Nestea?s Facebook page to learn more about the ?Take the Nestea Plunge? campaign and share how they Plunge Into Summer with #NESTEAplunge.

The campaign, which is also appearing in print, was created and produced by Publicis Hawkeye.

Nestle has been active in the mobile space for several of its other brands.

For example, Nestlé?s Hot Pockets recently kicked off a musical Sandwich Showdown in collaboration with four famous YouTube personalities, enabling consumers to vote for their favorite videos on a mobile micro site (see story).

Last fall, Nestlé tapped into the hot mobile photo-sharing market with an application for Nesquik that makes the photo upload process more interactive (see story).

?Nestea consumers are very connected digitally, so mobile allows us to expand the reach of our message as well as connect with our consumers when they are on-the-go,? Ms. Hilliard said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York