Sanpellegrino rolls out lifestyle app
STAMFORD, Conn. -- Sanpellegrino Sparkling Fruit Beverages is launching an inventive new digital effort to encourage consumers to embrace travel and the Sanpellegrino lifestyle.
The brand has launched Delightways, an interactive app that guides users on unique paths through their favorite cities helping them to rediscover the joy of wandering, "the Italian way." Each Delightways path leads to a destination on a winding route highlighted by inspiring stops – from art installations and gardens, to specialty cafes, food trucks and local boutiques.
According to the brand, Delightways was created based on a unique insight, that through the proliferation of mapping tools we have gained time and efficiency but lost something dear – the joy of wandering. Delightways is designed to encourage users to rediscover the joy of wandering by mapping the most delightful, as opposed to the most direct, route to your destination.
"In Italy, life is not about the destination, it's about the moments of joy you discover along the way," said Tony Vizioli, marketing manager, Italian brands at Nestle Waters. "Sanpellegrino Sparkling Fruit Beverages encourages consumers to embrace the authentic Italian lifestyle and with the Delightways app, we hope users will and be inspired to seek out delightful moments in their favorite cities."
To develop the Delightways app, Sanpellegrino Sparkling Fruit Beverages partnered with Foursquare and teams of local tastemakers to identify the most interesting attractions and under-the-radar hot spots in cities across the country. Users can experience Delightways in New York, Chicago, San Francisco, Washington, Los Angeles, Miami, Austin, Seattle, Boston and Atlanta.
To celebrate the launch of Delightways, Sanpellegrino Sparkling Fruit Beverages partnered with actress, author and social media star, Shay Mitchell. Shay attended a VIP launch event in New York City on June 14, and will be supporting the launch across her social platforms this summer.
"I'm excited to partner with Sanpellegrino Sparkling Fruit Beverages to celebrate the launch of Delightways," said Mitchell. "I'm so fortunate that with my job I have the opportunity to travel to some amazing places throughout the U.S. and with the Delightways app I can now explore new cities with insider knowledge – it's like having a local guide on your phone."
To further encourage consumers to wander, explore and discover around their cities, Sanpellegrino Sparkling Fruit Beverages will be offering free bike share weekends in New York City, Chicago and San Francisco throughout the summer.