The Hershey Company is reaping the benefits of a partnership with Uber that sold as many of its Kisses candy in Mexico over the course of eight hours as Walmart Mexico did during the same period, according to a recent report by Mobile Marketer.
Following successful Mother’s Day and Valentine’s Day promotions with Uber in Mexico, The Hershey Company has expanded the relationship to the United States with Kisses-sponsored activations around Uber Remix and Uber Serenades. From there, The Hershey Company continues to explore how it can combine its brand recognition with Uber’s millennial following to build sales, Mobile Marketer highlighted.
The Hershey Company’s partnership with Uber started with a $5,000 test-and-learn promotion for Mother’s Day that saw Uber share Kisses candy with riders and give others the opportunity to send the product to loved ones through Uber for free. In a single day, 100,000 people ordered Mother’s Day Hershey’s Kisses.
Following the initial test, the partnership was replicated in five cities across Mexico.
Based on further success, the two companies developed a Valentine’s Day promotion that sold out Uber Kisses in eight hours. Additionally, the campaign reached 20 million Twitter users, or 40 percent of all Twitter users in Mexico, in eight hours. The hashtag #UberKisses became a top five trending topic in Mexico and reached Twitter users around the world, garnering 45 million mentions in five days.
For Hershey, the program helped the brand stay relevant to the millennial consumer, a market where Uber is strong.
For Uber, the partnership helped it increase brand recognition and awareness.
Read the full article from Mobile Marketer here.