While Jones, known for allowing customers to submit photos for its bottles, will not mass-produce specific 9-themed bottles, it will offer them as prizes in an online sweepstakes.
"Jones is a fun brand; it's an interactive brand," said Mike Spear, brand manager for interactive and e-commerce for Jones Soda Co. The partnership with Universal was a good connection, he said, as fans of producer Tim Burton can be a good fit for the Jones demographic, which is consumers ages 12 to 25. "The goal is just grabbing two seemingly different groups, connecting them, and finding where the overlap is."
Jones Soda's Seattle-based AOR, Richmond PR, assisted with the campaign, which soft-launched on August 26, and did some media outreach. The campaign focused more on e-mail blasts and introducing online advertisements this week.
"We just found that rates of participation for our fans really are great when you have something that's online, that is interactive and would include content or games or widgets," Spear said.