Marketing strategy, creative direction.
#TeamYouTube vs #TeamVine
This multi-faceted campaign launched as a competition between YouTubers and Viners who go mano-a-mano to settle once and for all who fans like best: YouTube or Vine stars.
The two teams went on an amazing race in downtown Austin handing out mitú branded 'paletas' (Mexican popsicles) which had an invite to a party printed on the stick.
Online, influencers called on their fans to rush to downtown and support them on their quest to win (and to get a free paleta).
"Most clever #SXSW party invite yet. Free popsicles & your invitation is the stick." Kaitlyn Reed, @kkaitlynreedd
4,500 paletas were handed out in the span of a few hours...
The challenge culminated at mitú's Dulceria Party later that day, where a space was converted into a classic Mexican candy store, with a variety of gifts and treats for fans, and featured live performances.
Two large containers labeled "Team YouTube" and "Team Vine" were placed at the party and fans dropped their paleta stick into their team's container. The team who drove the largest amount of fans to the party, thus demonstrating their fans' devotion, was crowned the winner.
#TeamYouTube vs #TeamVine Promo