GU and CGI launched a new GU product that would become the Official Flavor of the Rock ‘n’ Roll Marathon Series. Leveraging the Rock ‘n’ Roll brand, consumers were given a meaningful choice about which flavor would be selected as the Official GU of the Rock ‘n’ Roll Marathon Series. Voting took place both virtually (at Gumocracy.com) and physically (at fun runs hosted by the Ambassadors of Rock and at Rock ‘n’ Roll Health & Fitness Expos).
The campaign was promoted heavily through social media Facebook & Twitter. Runners were also encouraged to support their favorite flavor through Instagram using designated hashtags for each flavor (#GUMOCRACYRED, GREEN or GOLD). Additionally, Rock ‘n’ Blog influencers and elite athletes were provided with samples to create buzz among their followers and fans. The program also received local TV news coverage.
In the end, over 7,000 votes were collected, and 3,000,000 fans were reached through this shareable social experience.
Salted Watermelon was the winning flavor, and has been crowned the Official Flavor of the Rock ‘n’ Roll Marathon Series. The product was on-course for the first time at the 2014 Suja Rock ‘n’ Roll San Diego event, and was also offered at the Health & Fitness Expo, where it nearly sold out.