Mello Yello was gearing up for nationwide distribution after being available only in select parts of the southern and southeastern United States for more than a decade. As a result, the brand wanted to generate buzz in markets where many people were unfamiliar with the brand.
One Track Find was created to leverage power of independent, unsigned American bands to reach their respective fanbases and spread the word about Mello Yello.
For this online music competition, artists uploaded videos of their original songs to a custom Mello Yello Facebook app and then drove their fans to the app to vote. The top five bands got to record their song in a music studio and film a music video, and the grand prize winner won $25,000.
Over the course of the six-month campaign, Mello Yello doubled its Facebook fanbase to more than 222,000 fans, generating awareness and anticipation as it entered new markets.