Snuggle, Sun Products' fabric softener and dryer sheets brand, offered New Yorkers a cozy retreat from the bitter cold on Friday, Feb. 13, with the introduction of the SnugMobile—a tricked out RV designed to generate a whole lot of love just in time for Valentine's Day.
The vehicle connected consumers with the Snuggle brand at popular New York City locations, including Times Square, Columbus Circle and on the set of ABC's "Good Morning America" by offering "snugs" (a hug with extra love) from the iconic Snuggle Bear, who was brought to life by two puppeteers throughout the day.
"There's something magic about the bear and when people meet the bear," says Kristine Campbell, senior brand manager at Snuggle. "There's a level of engagement with the brand that just goes through the roof because the bear embodies not only the functional benefit of the brand because he's all soft, but also the emotional benefit of the brand because it's really helping people snuggle up and make the world a softer place. So creating events where people can have the experience of meeting the bear really helps drive that brand engagement and ultimately helps to continue to identify the bear as an icon."
While handing out mini plush Snuggle Bears on the street, brand ambassadors encouraged city-goers to, ahem, embrace Snuggle's #shareasnug social media campaign by stepping inside the SnugMobile, where the goal was to break the Guinness World Record for most hugs (5,000) in an eight-hour period. In addition to receiving warm snugs, consumers enjoyed the SnugMobile's blue-themed plush interior, which contained touchable 3D walls and a cloud-covered ceiling adorned with LED lights.
The digital piece of the activation included a microsite (share.snuggle.com) where consumers could opt to send a heartfelt message to someone special by creating a customized video card from Snuggle Bear guaranteed to be "full of snuggly softness."
"Snuggle is really looking to become synonymous with Valentine's Day. Our goal each year is to make it a little better, a little more national," says Campbell. "So just like some other brands that you would associate with Valentine's Day, one of them that you think of is Snuggle and the Snuggle Bear. We're just looking to make it bigger and better every year." Agencies: Inspira Marketing, Norwalk, CT; AXLE Brand, Hopedale, MA.
As featured in Event Marketer.