Tuesday, August 24, 2010

Extra 3PM Snackdown Challenge

Agency: Ryan Partnership
Client: Wrigley’s Extra Gum
wrigley extra gum
Wrigley’s Extra®  sugar-free gum was looking for a way to leverage the findings of sponsored research revealing that chewing Extra helped reduce snack cravings. Additional research revealed that mid-afternoon was a time when the calorie-conscious woman was likely to give in to snacking so the agency launched “Extra 3PM Snackdown,” positioning Extra as a viable tool for weight management with the message that something as simple as chewing gum can help you snack less.

The campaign was supported with a sponsorship of the NBC show, The Biggest Loser, with celebrity trainer Bob Harper as the campaign spokesperson. Through content integrated into episodes, Harper coached show contestants (and viewers) to chew Extra instead of high-calorie snacks as an effective way to manage weight. In addition, Harper was featured as the face of The Extra 3pm Snackdown Challenge Instant Win Game delivered on 107 million packages.
An in-pack code drove consumers online for a chance to win several prizes, including the grand prize – a trip to the Biggest Loser Resort at Fitness Ridge, Utah, including training with Harper. Banner advertising promoted the campaign’s website extra3pmsnackdown.com. Other program support included PR, online banners, satellite radio, social media and retail merchandising.

The Extra 3PM Snackdown generated $5.5 million in incremental sales – a 220% increase versus the same time period in 2009, and the highest dollar share for the brand in almost two years.

P&G Sponsors the 2010 Olympic Winter Games

Agency: Taylor Global, Inc.
Client: Procter & Gamble

P&G sponsors 2010 olympics

In 2009, Procter & Gamble announced an alliance with the U.S. Olympic Committee to become an official sponsor of Team USA for the Vancouver 2010 Olympic Winter Games. The partnership encompassed 18 brands and 16 athletes. But although its brands are in almost every household, this was the first-ever corporate campaign in the company’s 170-plus year history. Therefore P&G was not only competing for attention as an Olympic sponsor, it felt it was also introducing itself to America as a brand.

The campaign’s goal was to have consumers recognize brands like Tide, Pampers and Pringles as P&G products. Meanwhile, the public relations objective was to own positive corporate and brand media coverage during the Olympic Games. A goal of 1 billion media impressions was set.

Taylor Global developed two programs: ‘Thank You Mom’, which was created to help defray the costs of Vancouver travel for all 200+ Olympic moms and 50+ Paralympic moms; and the ‘P&G Family Home’, a place where athletes and their families could go to be together, featuring the Pringles Snack Lounge, Crest and Oral-B Smile with U.S.! Center, Tide Laundry Center, Pampers Village and the P&G Beauty & Grooming Salon & Spa. Events were designed to tell a story specific to each product while leveraging the appeal of Team USA athletes and family members.

Marketing support included advertising, public relations, in-store merchandising, mobile, digital and direct mail. Public relations garnered over 2,800 total placements and more than 2.6 billion media impressions for the duration of the Vancouver 2010 Olympic Winter Games and Paralympic Games. The P&G Family Home received more than 12,000 visitors; 998 bags of laundry were cleaned at the Tide Laundry Center; 1,371 treatments were given in the salon and spa; 1,991 photos were taken in the Crest Smile with U.S.! studio and 67,200 Pringles were eaten. Overall, P&G posted its highest market share of the year. 

Monster Director of Fandemonium

Agency: The Marketing Arm
Client: Monster
Monster Director Fandemonium

As the Official Career Services Sponsor of the NFL, Monster wanted to drive traffic to its website, boost consumer engagement through social media and transfer affinity for the NFL to Monster.com. The careers site needed a platform that would inspire people to find their dream job – or enter for a chance to win it.

The agency created the position of NFL Director of Fandemonium, presented by Monster.com. In addition to a $100,000 “signing bonus,” the winner participated in a variety of NFL events, including the Super Bowl coin toss ceremony, calling a play at a Pro Bowl and in on-field player introductions.

Media support, including national television, email, e-newsletters, search, banners, social media and newspapers, drove visitors to mobile and microsites where they were encouraged to “apply” for the position. Consumers then voted on 32 semi-finalist applicants to give them one of eight spots in the finals. Semi-finalists were given an online tool kit with social media 101s, personalized banner ads, graphics and other assets.

The eight finalists were then flown to New York for four days to participate in a variety of events to increase their chances of getting the job. Two finalists were eliminated each week leading up to the Super Bowl. During Pro Bowl week, the two finalists were flown to Miami to film a final interview and participate in a play-calling challenge.
Monster.com saw a 100.2 percent increase in promotional microsite traffic as a result of the Director of Fandemonium campaign. Of the off-site links featured on the microsite, “Search for Jobs on Monster.com” was the most-clicked link, with about 23,000 more clicks than the next highest performing off-site link (a link to a discount on NFL.com). 

Chipping for Charity

Agency: Vitro Agency
Client: P.F. Chang’s

chipping for charity

Restaurant P.F. Chang’s gets two appearances a year from its contract with PGA pro Briny Baird. But they wanted more than the typical ho-hum meet and greet for the next appearance. They wanted to do something outrageous to generate buzz, so they put Baird on top of a skyscraper in downtown San Diego and had him hit golf balls at a target in the outfield of PETCO Park, home of the Padres.

He was 37 stories up and 270 yards away. Every time he hit the target money would be donated to his charity – The Navy/Marine Corps Relief Society. If he hit the bull’s-eye, everyone in America would get free lettuce wraps from P.F. Chang’s. During the event, two ESPN anchors talked about the ingredients in lettuce wraps, while sports reporters and local news anchors talked about which P.F. Chang’s dish was their favorite.

Both restaurant and website staff were prepped for the onslaught of consumers who would visit the site to join the CRM program, watch the event and download the free lettuce wrap coupon (with entrée purchase). A press announcement was also distributed, while a video of the stunt was posted on YouTube.

The event, which was covered by CNN, ESPN – on which it won shot of the week and play of the week -- and all the major networks, among dozens of other media, generated $1.35 million in sales in just two weeks as a direct result of the stunt. Over  300,000 new members were added to the CRM program, with whom P.F. Chang’s can now create ongoing relationships. Traffic to PFChangs.com doubled for more than a month following the stunt.

The campaign got an extra boost in July 2010 when Baird hit a hole in one at the Canadian open and said, jokingly, “So P.F. Chang’s chicken lettuce wraps for everyone?”