KOMI Social – the content production, content distribution and social media management division of Manchester based KOMI group – has created and launched a vox pop marketing and social media campaign called ‘Aloha Asks the Nation’ for Detonators – the chilli infused pineapple chunks product that was created by spirit drink Aloha 65.
Detonators are alcohol free and are the perfect combination of sweet, savoury and chilli. They are perfect for pimping up everything from pizzas and burgers to kebabs and cheese. They are also ideal for making each sip of Aloha 65 even more refreshing. Detonators are sold exclusively on Aloha65.com and Amazon.
Aloha 65 is an all-natural, vegan spirit drink that is infused with fresh pineapple, lemon, ginger, scotch-bonnet chillies and carefully selected herbs and spices.
The brief, which was won via a non-competitive pitch, saw the KOMI team hit the high street and ask the Great British public a series of simple questions, the most divisive being: Pineapple on pizza, Yes or No? The result was a resounding YES with 69% of the vote.
As well trying to get the bottom of this much debated, and often controversial dilemma, participants were also offered the chance to sample a Detonator. KOMI’s in-house production team recorded every reaction with the best (and funniest) being included in a two to three-minute original piece of video content that is being used across all social platforms, including the KOMI owned It’s Gone Viral page.
James Manaley – Head of Partnerships at KOMI group – said: “Aloha 65 is a growing brand so we wanted to come up with a unique campaign for Detonators that will be engaging, have a comedic feel, build on its ethos of living life to the full and create real engagement on social media.”
Nick Hassall – executive chairman at Aloha 65 – added: “KOMI understood our brand and what we are all about right from our initial conversation. ‘Aloha Asks the Nation’ is set to get people debating one of the key issues of our time and hopefully create some laughs along the way, which is something we all need right now.”
Under the KOMI group umbrella is: KOMI Media, which creates and builds bespoke social channels; KOMI Social; and Ark Media – its licensing arm. The firm, which recently rebranded from It’s Gone Viral, was founded in 2016 and is led by Andrew Trotman and Ryan Williams. Over the past four years, its team of content creators, analysts and video producers have made and then distributed video content and viral campaign adverts for international brands such as BBC Films, O2, Universal, Bud Light and Disney.
Content has been shared across its Facebook, YouTube, Twitter, TikTok, Instagram and LinkedIn accounts including the main page, which is dedicated to relatable, informative and educational content; as well as Go Fetch, a platform for dog lovers to connect with one another; Happiest, which focusses on bringing the most entertaining and uplifting content and real life stories; and Ultimate DIY which is all about sharing fascinating and clever DIY, crafts and hacks followers can do at home.
The last six months has seen the company reach other various milestones including delivering over 6bn across its portfolio of pages, relocating its HQ to Beehive Mill in Ancoats, reporting its highest ever NewsWhip results, acquiring social media brand Happiest Media Ltd and appointing Urban Splash’s Sam Lenehan as its new non-exec director.