"Sunshine Squad" brand ambassadors took a road trip to music festivals across the USA in a branded convertible and shirts to surprise consumers Fans could follow along with the trip viewing video and photos from each stop and connect to the national promotion. Fans also received daily prize reminders via the Facebook wall.
At CMA Music Festival, BIC Soleil Bella Beach delighted consumers with musical performances on the festival stage enjoyed from a sandy beach with lounge chairs or cabanas.
Country Music Association Festival video. Played throughout the music festival to promote the BIC Soleil Bella Beach activation.
Country Music Association Festival video. Played throughout the music festival to promote the sweepstakes.
National Promotion microsite. 100 days of prizes from May1- August 8 with Daily Prizes, Road Trip Surprise Prizes and a Grand Prize BMW 2013 convertible.
Various digital ads drove consumers to the promotional site.
