Vitamin Water + March Madness + Facebook = A Great Idea

Here’s a first: Vitamin Water ads that appear throughout the CBS March Madness broadcast all end with a Facebook fan page address instead of vitaminwater.com. First of all, it is incredibly refreshing to see facebook.com/vitaminwater as a website address at the end of a commercial because it is unexpected and hasn’t been done before. Great synergy is also instantly created as I assume most target consumers have extremely positive feelings toward Facebook. But perhaps the greatest part about the Facebook fan page is that is completely organic and user driven. Bringing the brand away from the corporate website and into the realm of Facebook makes Vitamin Water seem more genuine, authentic, and “in.”

And there are other great benefits for Vitamin Water too. The page has about 50,000 fans and is growing. Brand lovers likely comprise the majority of fans. Vitamin Water now has easy access to interact with loyal customers and learn more about them – from analyzing what similar interests they share to potentially reaching out to them about new flavors and promotions.

Vitamin Water just recently shifted creative duties to Bartle Bogle Hegarty (it previously worked with Berlin Cameron United) so kudos to BBH for a great idea. My bet is that we will be seeing a lot more facebook.com/yourbrandhere at the end of tv spots.

And yes, I am disappointed that the Hoyas didn’t make into the tournament, but there is always next year!