Maoam aims for young generation with digital campaign

Fruity chew brand Maoam has launched the Maoam Music Mixer –  a digital campaign that includes a Facebook campaign and live music sampling platform

Using a specially designed soundboard, consumers are invited to come up with their own MAOAM mix of music. A top ten chart is selected by judges from each week’s entries, with an iPad2 awarded to the best mix each week, and Maoam goody bags, headphones and treats given out as runners -up prizes.

Meanwhile offline, the MAOAM Music Mixer is part of a 12 week national sampling tour, which will see the team visit 10 cities distributing 800,000 Maoam Giant Stripes, one of the brand’s most popular products. The live activity, which will take place at shopping centres and leisure venues, features a super-sized version of the soundboard, in the form of a ghetto blaster incorporating two huge music mixer touch screens.

Brand manager Lindsey Bevan says, “The Music Mixer is proving to be a great success, both online, through Facebook and as part of our national sampling tour with almost 2000 entries in the first couple of weeks. At the start of the campaign MAOAM had over 410,000 fans on Facebook and this activity aims to grow MAOAM’s profile online further, whilst driving brand awareness.

The live activity has been devised and implemented by experiential agency i2i Marketing in partnership with digital agency Crab Creative. Nick Swift, account director at i2i says, “The Maoam Mixer App and live tour are a great example of marketing disciplines supporting each other to provide a integrated brand experience that is easily understood by our target market.”