Wyeth Consumer Healthcare - Alavert Sampling Tour

Objective
Increase trial and brand awareness among affluent, active individuals between 25 – 54, while generating data capture for Alavert’s consumer database.

Program
Makai created an interactive event environment that supported the brand’s tagline “Right when you need it, wherever you are” by developing dual areas showing how the product works on both inside and outside allergies. An interactive environment gave consumers an opportunity to receive a photo of themselves with friends or family in front of a realistic photo backdrop, which was then emailed to their personal email address. This viral component allowed for “send-to-a-friend” e-mail capabilities, creating a substantial CRM database for Wyeth. This was a 4-month national tour, broken into East and West regions, that integrated two methods of distribution: special events and grass roots marketing.

Result
More than 2 million samples were distributed while consumers interacted with the brand and received a lasting memento. A strong CRM database for Alavert was generated that allowed Alavert the opportunity to reconnect with their consumers.