Wednesday, August 11, 2010

LG U.S. National Texting Championship

Agency: Fathom Communications
Client: LG MobileComm USA

LG wanted to draw attention to its enV line of phones. With a $2 million budget, the goals were to improve LG’s unaided awareness by 15%, generate over $5 million in PR value and increase recommendations for the enV line by 20%, resulting in increased sales. Fathom created the LG U.S. National Texting Championship – a speed texting contest with a $50,000 prize designed to excite 13- to 24-year-olds about texting on the enV’s full keyboard.

The 60-day event included a television tie-in with MTV programming such as The Hills, in which consumers needed to transcribe an on-screen phrase and text it in; a mobile game, a Facebook app, a scoreboard texting game tie-in with the New York Mets major league baseball team in which top players earned a slot at the LG National Texting Finals, as well as projection media, public relations, and content filmed for a future LG documentary. 

The two-day texting championship generated more than 250,000 participants and 98,522 opt-ins for ongoing product information. In the end, one person was crowned the LG U.S. National Texting Champion.
The event generated a 33% increase in unaided brand awareness; a 92% increase in enV recommendations; $14.2 million in PR value and a significant contribution to increased sales. 

Duracell Times Square SmartPower Lab

Agency: The Integer Group
Client: Duracell, a Procter & Gamble Brand

Duracell Times Square Power Lab

Duracell was coming off of a very successful 2008 campaign. It wanted to repeat that successful program in 2009, but it also had a new story to tell. On New Year’s Eve 2009, Duracell wanted to be known as the brand that powered both the new year and the new decade, not only with batteries, but with their expanded line of wireless charging devices and other forms of portable power. 

The brand came back to New York’s Times Square with its pop-up SmartPower Lab, in which visitors who came to New York from all over the world during the holiday season pedaled “Power Rovers” – bikes that generated energy that was then stored and used to light up the 2010 numerals as the ball dropped on New Year’s Eve.

More than 40 celebrities participated in the pedaling, which started on Black Friday. The event was covered by more than 200 media properties; an Information Jockey hosted several events and tracked the energy capturing progress on a blog; and the big event was covered on NBC’s Carson Daly New Year’s Eve Special.

Billboards, newspaper ads, online banners. a national TV campaign, a coupon distribution program and postcards of visitors standing in front of the 2010 numerals generated buzz. Key drug retailers displayed Duracell Charging Stations and allowed shoppers to charge their cell phones while they shopped.

In total, the promotion hosted more than 150,334 visitors; generated 35,040 watt hours of energy – nearly four times as much as the prior year; generated over 905 million media impressions; got people to post 11,848 photos on Facebook; and extended the average time spent with the brand increased from 30 to 32 minutes.

Campus Buzz

Agency: Alcone Marketing Group
Client: Häagen-Dazs

Häagen-Dazs maintains a highly-loyal but aging consumer following, and the brand is seen as less approachable and youthful than key-competitor Ben & Jerry’s, especially to college students, who are heavy ice cream consumers and seen as future brand advocates.

In looking at the college market, Alcone Marketing Group determined that the audience responds positively to brands that support causes they identify with. This insight drove them to recommend leveraging Häagen-Dazs’ “Help the Honey Bees” campaign. The honey bee program included research funding at agricultural colleges, which provided a tie-in with college students.

The campaign, “Imagine a World Without Bees,” consisted of a teaser campaign followed by a mix of on-campus media and experiential marketing designed to get students “buzzing” about Häagen-Dazs, including print ads in college newspapers, something never previously allowed.

They created a fake newspaper front page and removed every instance of the letter “B.” The reverse side featured a full-color ad that explained why the letter B was missing – calling attention to the honey bee crisis that could greatly impact the world’s natural food supply, including all-natural ingredients found in 50 percent of Häagen-Dazs flavors. The ad included a call to action to purchase Häagen-Dazs on campus, and, for every purchase, a bee-friendly flower would be planted in the Campus Buzzway, a half-acre site located adjacent to the Häagen-Dazs Honeybee Haven demonstration garden at University of California, Davis.

Campus messaging reinforced the campaign and drove students to a promotional microsite to help determine which flower mix would be planted. At sampling events, campus ambassadors wearing the catch phrase “Help Bees Get Busy” distributed samples and backpack buttons. Other support included retail merchandising, dorm room door hangers, table tents, wild postings, campus posters and coffee sleeves.

The program generated over 2 million media impressions, including in both The Wall Street Journal and The New York Times, and more than 23,000 samples were distributed. Most importantly, 9,000 square feet of the winning flower mix – the Queen Bee blend – will be planted at the Campus Buzzway. 

G-Series Mobile Locker Room

Agency: Fathom Communications
Client: Gatorade

The G-Series – G1, G2 and G3 – is a new line of Gatorade products that provides serious athletes with fuel, fluid and nutrients before, during and after athletic activity. To support the product’s launch, Gatorade was looking for a niched marketing effort that would integrate well with a grassroots program driving awareness, buzz and purchase intent among elite high school athletes.

Fathom created the G-Series Mobile Locker Room, a double-wide expandable trailer that traveled to eight hand-picked high schools between March and April. They chose a locker room format because it is the setting for pre-game rituals, inspirational coaching speeches and mid-game and spirited celebrations after the game.
The locker room was loaded with amenities ranging from X-Box 360s to satellite radio, Direct TV, Internet stations and a 60-inch SmartBoard. Key programming elements included hydration talks, fluid loss testing, chalk talks (high school memories and advice from regional professional athletes), product sampling and social sharing capability through the Internet.

School-generated content (school TV, newspapers and video clubs) were engaged to chronicle the G-Series Locker Room events and how their athletes prepared, performed and recovered. All the content was distributed locally and also posted on Gatorade’s website to further the program’s reach.

The G-Series Mobile Locker Room successfully immersed its specific consumer segment—elite high school athletes—in Gatorade’s new G-Series product. More than 2,500 varsity high school athletes participated, of which 98.8% “strongly agreed” or “agreed” that the G-Series Mobile Locker Room was very positive and worthwhile. Roughly 92.2% of engaged student athletes planned to tell, email or text friends about their G-Series Mobile Locker Room experience, while 86% planned to access or forward content. Overall, the program generated more than 24 million media impressions.