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DOVE 2017

DOVE

DOVE 2017

TARGET:
Millennial Women & Gen X Women

GOAL:

  • Encourage Millennial Women to Live Life Fully with No Regrets
  • Align Dove Activation with Target Relevant Events in 2017 and beyond
  • Inspire Actions with Creative Visualizations through Green Screen Photo Activation and VR Experiences that Depict “Bucket List” Adventures
  • Create a social dialogue with curated content from fans and influencers to drive awareness of the Once in a Lifetime Sweepstakes
  • Distribute Samples On-Site along with any Dove branded collateral
  • Create a Content Series Documenting the Winners being Chosen and their Journey in each Respective Location
  • Distribute Samples On-Site along with Dove Branded Givaways

PROGRAM:

  • 10′ X 20′ unique DOVE Chocolate dome structure including:
    • Custom build candy display, shelving and lounge area
    • Custom flooring
    • Virtual reality activationGreen screen photo activation
    • Premium merchandise giveaways
    • Product sampling
    • 6-8 brand ambassadors

DOVE VIRTUAL REALITY:
DOVE will provide consumers the most cutting edge and technologically advanced opportunity to experience what it actually feels like to snowmobile on a glacier in Iceland, cruise through the Seine River in Paris or stand on top of the empire state building in NYC, all through a virtual reality headset!

DOVE GREEN SCREEN ACTIVATION:
In addition to an immersive VR experience, 3 custom images of Iceland, Paris and NYC will be featured within a green screen for consumers to take photos, post to their social media channels, and receive a DOVE branded polaroid takeaway.

Consumers were prompted to post #ChoosePleasure to be automatically be entered into the DOVE Sweepstakes.

RESULTS:

  • DOVE Chocolate activated at over 15 of the most influential and current events across the country in 2016 + 2017, and sampled over 1M DOVE Promises.
  • Events included: New York City Wine & Food Festival, BottleRock Music Festival, South Beach Wine & Food Festival, Voodoo Music Experience, Hollywood Bowl & more
  • The DOVE 2016/2017 campaign garnered over 200 Million impressions on Facebook, Twitter and Instagram via the hashtag #ChoosePleasure.