Mexican beer brand Victoria is participating in the Día de Muertos festivities this year with a resurrected social media account that has sprung back to life after being "dead" for years. The brand is attempting to reconnect with the long-time followers of its dormant account by tapping into the traditions of the Mexican holiday.
The long-time followers of Victoria's Twitter account will be receiving personalized inheritance gifts based on their profiles. For instance, Victoria created a wooden sculpture of a garden squirrel holding a Victoria beer just for a fan who is a fan of squirrels.
Alongside the limited-edition packaging it introduced this year for Día de Muertos, Victoria is engaging some of its most loyal fans with keepsakes that promise to delight in a totally fun and unexpected way.
Why This Trend Is Growing
- Resurrected Social Media Campaigns
- As more brands take re-entry into already active social media platforms, one trend that is ripe for innovation opportunities is providing personalized inheritance gifts to dormant followers.
- Limited-edition Packaging
- Creating unique packaging designs for special events like Día De Muertos paves the way for brands to stand out and engage with their loyal audiences.
- Holiday-specific Promotions
- Tying in marketing campaigns with significant events like Día De Muertos, Valentine's Day, etc. offers a great way to deepen customer's emotional connections with brands while increasing their revenue.
Industries Being Reshaped
- Beverage Industry
- The beverage industry can take advantage of holiday campaigns to attract customers by creating promotional deals and limited-edition packaging designs for special events like Día De Muertos.
- E-commerce Industry
- E-commerce brands can create personalized gifts, offers and promotions that resonate with the emotions of their audiences in time for holiday-specific events such as Día De Muertos.
- Social Media Marketing
- As more brands revive their dormant social media accounts, social media marketers can take this trend as an opportunity to connect with long-time followers on a deeper, emotional level to service their target audiences better.
