This is part of Vitamin Water’s #HydrateTheHustle campaign. After searching “vitamin water” on Google, the first link to appear is Vitamin Water’s official website. From there, the audience can click left for descriptions of each of the company’s products, or the rightmost option which reads “Be Inspired.” The “Be Inspired” button directs to Vitamin Water’s Tumblr page, home of the #HydrateTheHustle movement. The ad campaign is very millennial-friendly and utilizes hashtags, GIFs and popular culture to reach a young audience. Vitamin Water also posts photos and video from their #Uncapped concert series cohosted by the music magazine The Fader. The most recent, fifth annual #Uncapped event attracted artists as popular as Chance the Rapper. Vitamin Water also launched “ProjectHustle”, a crowdsourcing campaign similar to Kickstarter that has funded projects for musicians, photographers and artists alike.
I don’t have many suggestions for Vitamin Water’s digital promotion. They do a good job of covering all social media as well as creating a community around their product. I think live streaming their #Uncapped events would be a good move, especially because they have begun to draw big name artists. Live stream is the future of video, and exploring that area would show that Vitamin Water is a cutting-edge, modern beverage company.
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