SweeTARTS Sweet Dance Cross Media Consumer Promotion, partnership with MTV Latin America:
Miaw is the ultimate jokester and the mascot for MTV’s Millennial Awards, SweeTARTS wants you to be Miaw’s Sidekick at the 2015 event in Mexico. To be a good Sidekick we needed to get a glimpse into our fans personalities! Participants entered on the promotional microsite via SweeTARTS Facebook page. Fans submitted videos that portrayed their Sweet or TART interpretation of the Miaw Sweet Dance. The top 5 videos were posted on SweeTARTS Facebook page for fans to vote. The promotion included additional chances to win other prizes via games and on-pack product codes. Grand prize winner received a 3 night/4 day trip to Mexico City and became MIAW’s sidekick at the 2015 MTV Millennial Awards. This included access to red carpet, backstage, meet & greets and VIP tickets.

The cross media promotional elements included: In-Store POP, Local Activations and sampling, a SweeTARTS booth at the event, digital banners, promo micro site, call-to-action broadcast spots, Facebook and other social media elements