Alacer launches new Web strategy

FOOTHILL RANCH, Calif. Alacer Corp., makers of Emergen-C, on Monday launched a multifaceted interactive strategy around its new consumer web site at http://www.emergenC.com.

The new site is the product of collaboration between Alacer’s advertising agency, Karlen Williams Graybill Advertising, and two interactive shops, Nolej Studios and Bar1, all based in New York. The site brings Alacer’s “Feel the Good” brand essence to life, employing unique functionality, entertaining imagery and easy-to-navigate content. The site includes several new “Good” features, including the opportunity for Emergen-C fans to submit their personal “Good” stories and photos, along with a “Share the Good” feature that encourages visitors to send free samples of Emergen-C products to friends and family.

“Because Emergen-C is such a great product, over the years, the brand’s primary growth has been authentic peer-to-peer recommendation,” stated Michael Galef, vice president of marketing and sales at Alacer. “It was essential in our brand strategy to harness this essence and utilize social networking and word-of-mouth marketing to further engage and reach our core demographic who are on the cutting edge of technology.”

Other engagement marketing initiatives for Alacer include the launch of an official Emergen-C MySpace page (www.myspace.com/EmergenCnation), a new mobile-to-mobile text messaging campaign and a traveling “Feel the Good Lounge” that gives people an opportunity to relax and recharge at festivals, sports venues and music events. These integrated efforts help dimensionalize the “Feel the Good” brand promise while engaging and connecting a diverse, tech-savvy community with a shared commitment to health and vitality, the company stated.

The MySpace page known as “EmergenCnation” was recently enhanced by Alacer and can facilitate user generated content in the form of video files and written testimonials, making it easy for Emergen-C users to share stories and recipes. “It seems like somebody new tries Emergen-C every day. And every day our virtual mail bag is overflowing with positive comments,” stated Meghann Seidner, brand manager for Alacer. “This new campaign advances the way we engage with current customers and prospects.”

With regard to text messaging, Alacer is taking advantage of mobile-to-mobile technology by approaching consumers with a text messaging campaign that poignantly asks “Wanna feel the good?” Through t-shirts, emails, and walking billboards on college campuses and action sports events, consumers are asked to text “FIZZ” to the mobile number 41411. The “reply to” message directs people to EmergenCnation for free samples, prizes and a chance to find their photo in the Feel the Good gallery if they visited the traveling Feel the Good Lounge.

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