Agency The BAM Connection Launches Rohto's New Instagram Sweepstakes, "The Summer Drop"

Jul. 30, 2025

Rohto, the #1 global eye care brand* known for bold innovation and powerful performance, is kicking off summer with the launch of “The Summer Drop,” a new Instagram-only sweepstakes created by Brooklyn-based creative agency  The BAM Connection. 

The five-week promotion, designed to highlight Rohto Dual Light Relief eye drops, will “drop” a new sought-after summer item every Sunday. The perfect sweepstakes from a product innovation that allows you to have more summer fun, knowing your eyes are protected from irritation caused by sun and screen light.  

“The Summer Drop” cleverly plays off the dual meaning of the product—drops for your eyes and drops of coveted summer gear—and aims to build buzz and social engagement with a $50,000 paid media push across Instagram.

The BAM Connection developed the strategy and creative execution for the campaign, including all social content and a dedicated landing page. The concept leverages learnings from high-performing social media campaigns and taps into the psychology of “drops” to generate urgency and enthusiasm.

Each week through late August, Rohto will release a new “drop” in partnership with buzzworthy outdoor brands, including:

• Breeo fire pits and grills (https://breeo.com/)
• Elakai premium outdoor games (https://elakaioutdoor.com/)
• Picnic Time picnic baskets and gear (https://www.picnictime.com/)
• Nixy Sports inflatable Stand Up Paddleboards and kayaks https://nixysports.com/
• A grand prize travel voucher to take a sunny vacation (value TBD)

To enter, users need to follow both @RohtoUSA, as well as our weekly brand partner. Also, like the weekly sweepstakes post, and tag three friends in the comments on Instagram.

Rob Baiocco, Chief Creative Officer at The BAM Connection, said:

“Rohto trusted us with this idea from the start. We know that giveaways — when paired with a strong concept and cultural relevance —drive big engagement. ‘The Summer Drop’ is more than a sweepstakes; it’s a way to connect Rohto Dual Light Relief to summer fun, outdoor adventure, and that fresh, exclusive feeling people get from a true ‘Summer drop.’ It makes perfect sense for a product designed to protect your eyes from sunlight.”