1. Glaceau vitaminwater mobile program ; color match app ConceptBump application like one of simple and easy card game if bump phones together and turn out same flavor among two devices, two of users win the “one pair” so that any people who have smart phones may use easily this application and engage with brand anytime, anywhere.

If get ‘one pair’, they receive immediate reward, mobile coupon for exchanging glaceau vitaminwater at CVS where they can select the closest to where they are, via leveraging Location Based Service.

2. Idea of successful campaign The users can feel ‘togetherness’, as bumping their phones together with friends or peers.

This means ‘Color Match’ application is sharable entertainments among 18 to 24 aged university students still miss playing together physically while accustomed to use mobile device and mess around with it by themselves. In addition, ‘Color Match’ application makes enable the consumers to experience engaging with brand as label creators of glaceau vitaminwater. Any users have got this app can choose to design their own label from eight flavors of bottle, as just uploading their photo and leaving a short message (a.k.a. romance copy). If want, they can share and show off their witty works on SNS such like twitter or facebook, blog. What the brand anticipated is diffusing and amplifying the branded contents among consumers through this program, ‘label creator’