Interactive tent activation designed to promote Goya Coconut Water at the perfect moment, after tasting spicy Hatch chiles, engaging festival-goers with sampling, prize-winning, and hands-on experiences while capturing consumer data to drive lasting brand connections and future marketing engagement.
To promote Goya Coconut Water at the perfect point of consumption, right after enjoying spicy Hatch chiles, by creating a memorable and engaging brand experience.
Targeting men and women aged 25 to 45 who enjoy cooking, attending food festivals, and discovering new flavors, looking for a refreshing, natural way to cool down after tasting spicy foods.
Create an engaging tent activation in the parking lots of Ralphs and Food Ă Less during the chili roasting events, where consumers are invited to sample Goya Coconut Water at the perfect moment, right after tasting spicy Hatch chiles.
The activation provides a fun and interactive brand experience, featuring a digital spinning wheel where participants can win prizes while learning about the product.
In addition to creating memorable connections with consumers, the activation allows Goya to capture valuable email addresses for future engagement and marketing campaigns, strengthening both consumer relationships and retailer partnerships.
We implemented a tent activation in the parking lots of Ralphs and Food Ă Less during the chili roasting events, where shoppers could sample Goya Coconut Water at the perfect moment, after tasting spicy Hatch chiles.
The experience was designed to be interactive and memorable, featuring a digital spinning wheel where participants could win prizes while learning about the product.
In addition to delighting consumers, the activation enabled Goya to collect email addresses for future engagement, creating lasting connections with both shoppers and retail partners.
In 2024, the campaign successfully activated at 35 Hatch Chili events, generating over 50,000 consumer interactions.
During the activations, 2,500 email addresses were collected, driving future engagement with an impressive 20% open rate and a 12% click-through rate.
The quarterly raffle campaign also demonstrated strong consumer interest, achieving a 1% response rate within the first four hours among newsletter subscribers.
These results highlight both the reach and effectiveness of the program in connecting Goya with shoppers and building lasting brand engagement.
Strategic Timing & Placement: Activated Goya Coconut Water at the perfect moment, after shoppers experienced the heat of Hatch chiles, maximizing relevance and appeal at Ralphs and Food 4 Less events.
Interactive & Memorable Engagement: Delivered a fun, hands-on experience with a tent sampling activation and digital spinning wheel, creating lasting brand impressions and driving consumer participation.
Measurable Impact: Reached over 50,000 consumers across āă events, captured 2,500 email addresses, and achieved strong engagement metrics, including a 20% open rate and 12% click-through rate.
