Sage Island launches Fuel in a Bottle campaign
April 2nd, 2014

Sage Island Partners with Fuel in a Bottle for an Annual Social Media Campaign

by Mara D’Auria

As 2013 came to a close, the social media and account management teams at Sage Island were hard at work planning an annual social media strategy for an exciting new client – Fuel in a Bottle Energy Shots. A fast-acting, ready-to-drink energy shot, Fuel in a Bottle is a relatively new product (launched in March 2012) owned by BYB Brands Inc., a wholly owned subsidiary of Coca Cola Bottling Co. Consolidated. With great taste, big power and better value than the leading energy shot brand, Fuel in a Bottle is making its way into a variety of retail and convenience stores across the southeastern United States.

Identifying Goals and Planning

Sage Island worked with Fuel in a Bottle to identify areas for improvement within their current social media strategy. Increasing Facebook page “likes” and Twitter followers were obvious goals, but connecting with their current audience was also extremely important to them. Our team developed a comprehensive plan incorporating content generation, engagement, social advertising, special promotions and more into an annual calendar aligned with their mobile tour. We also created specific, monthly quantitative goals for increasing “likes” and followers as well as levels of engagement, ensuring Fuel in a Bottle optimal ROI.

Launch

After much planning, the Sage Island team took over the reins for Fuel in a Bottle’s social life in mid-January 2014. We have implemented pre-approved content guides and launched strategic advertising campaigns aimed to increase followers as well as promote specific messaging. We have also ran a few exciting promotions thus far, including monthly ReFuel Challenges – opportunities for their audience to win cool stuff, like a free case of product and other exciting prizes. For February, we gave away 10 pairs of GO USA mittens after having people vote for their favorite Winter Games sport. To encourage their audience to meet their goals, we also ran a month-long Recharged Resolutions Sweepstakes entitling one lucky Facebook fan to win a GoPro camera after sharing their 2014 resolution.

We’re so excited about what’s to come for Fuel in a Bottle in the future. With the start of their mobile sampling tour in March, we’ve enjoyed pairing our social media strategy with that of the sampling team. All the exciting locations, fun events and new faces of people along the road have really come to life on social. Connect with Fuel in a Bottle on Facebook and Twitter so you can watch the progress we’ll continue to make in 2014, and maybe even win some cool prizes!