On New Year’s Day in 2013, Cold-EEZE reeled in Vinny Guadagnino, reality star of MTV’s Jersey Shore, for a Polar Bear Plunge on Coney Island. The beneficiary was Camp Sunshine, an organization that supports children with life threatening illnesses as well as their families. Within a three-hour time span, about 3,000 people attended the event and a few hundred participated (including Vinny)! Of the 3,000 guests, more than half (approximately 1,600) were college students.
The brand chose Vinny as a celebrity guest due to the demographics’ familiarity with the Jersey Shore (which, at the time, was watched by millions of college students every Thursday night).
Leading up to the initiative, Vinny tweeted to his Twitter followers, encouraging them to partake in the day’s festivities. Cold-EEZE Cold Remedy also promoted the event via social media before and after the event, utilizing its Facebook page and Twitter handle. Through these verticals, the brand was able to share images captured at the event while distributing product information. Cold-EEZE also featured an event recap on its blog, sharing the success of the operation.
Because college students are constantly connected via social media, it made sense to use these avenues to garner their attention. There were 18 local campuses targeted for this challenge: Adelphi University, Colgate University, Cornell University, Fordham University, Syracuse University, Iona College, Skidmore College, Sienna College, New York University, Manhattan College, Hamilton College, Binghamton University, Barnard College, Manhattanville College, Ithaca College, Hofstra College, Hartwick College and Columbia University.
At the conclusion of the Cold-EEZE 2013 Polar Bear Plunge campaign, the initiative garnered a total of 150,743,694 media impressions – reaching college students (and other audiences) through regional and national websites, print publications and broadcast outlets.
Additionally, Cold-EEZE partakes in campus sampling, which involves targeting 15-20 college universities in cooler climates. The brand offers free Cold-EEZE Cold Remedy samples to students via their campus medical centers.