With over 500,000 fans engaged on its Facebook page, TABASCO®, and its agency of record OgilvyWest, are leveraging the social nature of Facebook with the launch of a new Facebook application designed to build two-way communications and drive deeper consumer engagement with TABASCO and its full line of products.
TABASCO Nation, a new application on the brand’s existing Facebook page, invites its fans to compete in challenges, like tallying their daily total of TABASCO drops used, uploading photos of interesting food combinations and taking daily polls about food pairings to earn points and badges. Based on points earned, users can earn coupons, win prizes like a gallon jug of TABASCO Sauce and achieve coveted status levels like Mayor, Governor, Senator and Ambassador.
“TABASCO has a strong community of fans who love the products and brand so much they have it tattooed on their body,” explained Peter Kang, Executive Creative Director at OgilvyWest. “Once we began working with McIlhenny Company we saw an opportunity to supercharge this community using the tools of social, digital and mobile marketing to create greater engagement and involvement with the brand and in turn drive sales and trial of its expanded line of products.”
As TABASCO Nation expands, fans will be invited to participate in the official Tabasco Nation Anthem, a never-ending video reel of citizens passing a TABASCO bottle to one another. An introductory video explaining the application asks “Are You One of Us,” encouraging fans to participate in the TABASCO Nation fun and uniting fans of flavor.
“TABASCO fans have a certain zest for life that sets them apart from the crowd,” said Paul McIlhenny, president and CEO of McIlhenny Company, maker of the tabasco sauce. “Through TABASCO Nation, we are able to provide this group with a forum to interact with one another, embrace their passion for Tabasco sauce and earn rewards for it.”
To learn more, please visit the TABASCO Nation tab at https://apps.facebook.com/tabasconation/.
TABASCO® is a registered trademark for sauces and other goods and services; TABASCO, the TABASCO bottle design and label designs are the exclusive property of McIlhenny Company, Avery Island, Louisiana, USA 70513.
http://www.TABASCO.com. facebook.com/Tabasco, TABASCO® Country Store 1-800-634-9599
Ogilvy & Mather West has offices in Los Angeles, San Francisco, Sacramento and Denver. It provides a full range of marketing services to its clients through its integrated network which includes advertising, digital, direct, CRM services public relations, digital influence and social media. The agency draws on the full resources of the Ogilvy & Mather North America network, (www.ogilvy.com), the largest unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY).