Building on last summer's campaign that brought branded bicycles mounted with water coolers to the Southern California, Chicago, New York, and New Jersey regions, Fiji Water launched its latest initiative June 1. The new promotion, dubbed "Discover the Finer Things," still involves brand ambassadors on bikes, but this time the pedal-powered vehicles come with attached "vaults."
As reps hand out bottles of the brand's water, participants also receive combination codes for a chance to unlock the vaults and receive prizes like Uber and Gilt City gift cards or a trip to the Venetian Las Vegas. If the code doesn't unlock the vault, guests still leave with the new, reusable Fiji Straw. And to keep social fans engaged, Fiji Water is encouraging consumers to upload photos of what they consider to be "finer things" to Facebook with the hashtag #EarthsFinest.
The marketing tour hits more locations this year—Southern California, Houston, Dallas, Chicago, New York, New Jersey, and Philadelphia—and runs through September 1. Fiji hopes to hand out 60,000 bottles of water during the summer promotion, outperforming last year's goal of 25,000.
