PoppingFUN Inc., a Wisconsin based candy manufacturer, has outlines a strategy to market its newest product of sour candies. By implementing a multi-faceted social media campaign using QR codes, the company hopes to boost exposure for its website, YouTube, Twitter, and Facebook pages.
QR codes will be featured on the packaging of their new SHOCK brand and will be aggressively displayed to catch the attention of consumers. This marks the first time ever that the
code has been associated with the debut of a candy brand.
The codes will link to a mobile site where users can find videos on the candy and link their findings to their own social networking pages. PoppingFUN is also encouraging its customers to produce their own videos and submit them to the site. Heralding their SHOCK brand as a hybrid of Pop Rocks and Warheads, the company wants to see the look on their customers face when they experience the impact of the brand as well as use their videos as part of its marketing campaign.
This is a somewhat risky move, as there is no actual filter on the videos that can be submitted via the Internet. Some have already decried the candies as being too sour, supporting their claim with video of their child spitting the candy out.
Despite the risks, PoppingFUN is still optimistic about their new campaign and hopes to integrate QR codes, and their own customers, more in the future.
