Thursday, August 26, 2010

Give a Day, Get a Disney Day

Agency: Disney Destinations LLC
Client: In-house

Walt Disney Parks & Resorts wanted to inspire one million people to volunteer in their local communities. They conceived the “Give a Day, Get a Disney Day” program, in which the first one million people who donated a day of their time to charity received a free one-day ticket to either Disneyworld or Disneyland. Guests were also given the option to donate their ticket to a charitable organization. 

Disney Day

The campaign involved PR, advertising, digital media, promotion, broadcast radio and television, including a tie-in with ABC’s Extreme Home Makeover, a Muppets viral video, events, community relations, CRM, park operations and more.

During the September 2009 kickoff, Disney sent 1,000 volunteers, including Disney employees and characters such as Mickey and Minnie Mouse, Muppets Kermit the frog and Miss Piggy to work on five projects across five cities. Following that was a 26-city tour that included entertainment, media and a volunteer project in each location. A street team passed out collateral that drove consumers online to share how they celebrate volunteerism for a chance to win a ticket and encourage them to sign up to give a day. The winners joined Disney Parks at a local volunteer event in each city.

At the campaign finale, a canned food sculpture, consisting of 115,527 cans, was unveiled in the shapes of Goofy, Mickey, Donald Duck and Pluto. It took more than 500 man-hours to construct, contained 44 tons of food and broke a Guinness Book World Record. The volunteers and media distributed the cans to food banks.
Overall, it took Disney just 67 days to reach its goal of inspiring one million people to sign up and commit to a volunteer activity.

New Balance 20th Anniversary Campaign

New Balance 20th Campaign
Agency: Marketing Drive / GMR
Client: New Balance

new balance 20th anniversary

On the 20th anniversary of its participation with Susan G. Komen for the Cure®, New Balance wanted to inspire action among consumers to join the brand in its fight against breast cancer. New Balance contributes 5% of sales from its Lace Up for the Cure® collection of footwear, apparel and accessories to the cause.

The agency created a multi-faceted program that included a consumer contest, media partnerships and event activation taking place throughout the year, culminating in October --Breast Cancer Awareness month. A co-branded New Balance and Susan G. Komen for the Cure 20th anniversary mark was used on all support materials.

The program included a presence at 120 race events and 15 three-day walks, with on-site staff attendance, prominent signage, and consumer giveaways; in-store communication and marketing kits carried the anniversary theme, including gifts such as a workout DVD with purchase; a special edition pink shoe; and a short film New Balance produced titled “Running for Hope,” featuring the story of a two-time breast cancer survivor and her daughter – the result of a national contest that invited runners and walkers to share their personal experiences.

The 20th anniversary campaign was one of New Balance’s most successful programs. PR impressions totaled over 212 million with placements on The Ellen Show, Today Show, CBS Early Show and Good Morning America. The number of Lace Up for the Cure® collection items purchased increased 80% from September to October. The in-store pin-up program resulted in $29,014 in donations to Susan G. Komen for the Cure®. An additional $55,000 was raised through donations at New Balance’s race booth. 

AT&T Team USA Soundtrack

Agency: The Marketing Arm
Client: AT&T

AT&T Team USA soundtrack

For the 2010 Vancouver Winter Olympic Games, AT&T built upon the success of its 2008 program (for the summer Olympics) by launching a second version of its Team USA Soundtrack. Partnering with entertainment companies including iTunes, NBC and major record labels, among others, AT&T aimed to engage the consumer while enhancing their Olympic-game watching experience.

To achieve its goals, the agency negotiated in-broadcast, 40-second primetime features on each of the 15 core nights of the NBC Olympic telecast. During those features, AT&T introduced the Team USA Soundtrack featuring exclusive inspirational tracks from leading artists, strengthening the brand’s tie-in with entertainment to its 18-24 year old target demo.

Artists on the new version included Mariah Carey, Rascal Flatts, 3 Doors Down, Sugarland, Puddle of Mudd, Green River Ordinance and more. All proceeds from the downloads went to Team USA.

One new song from the AT&T soundtrack premiered each night during primetime coverage on NBC accompanied by a video montage of the day’s key highlights from Team USA. At the end of each segment, consumers were driven to download the songs, ringtones and answer tones via AT&T’s Olympic website, mobile site or U-verse. The campaign was supported with 128 media placements, 330 million digital impressions and consumer viral marketing.
The program generated more than $360,000 in proceeds for Team USA during the Vancouver Games and soundtrack video content was viewed by 1.3 million people. To date, the AT&T Team USA Soundtrack has raised more than $1.3 million for U.S. Olympians. Of those consumers who participated via downloads, 63% have a more positive impression of AT&T because of the Team USA Soundtrack. 

The Recovery Project

Agency: Civic Entertainment Group
Client: A&E Television

Recovery Project

A&E is known for its real life drama shows such as Intervention, which tells individual stories of addiction and recovery. More than 22 million Americans struggle with addiction, yet fewer than ten percent receive treatment. A&E wanted to break that cycle, so Civic created a national, multi-platform, social outreach program and ongoing advocacy campaign to raise awareness and promote treatment. Called The Recovery Project, the program supports organizations in prevention, research and treatment. In its second year, A&E doubled the size of the program, reaching a wider audience and heightening its reputation as a leading advocate for recovery.

Working with strategic partners such as The National Council on Alcoholism and Drug Dependence and U.S. Health and Human Services’ Substance Abuse and Mental Health Services Administration, A&E sponsored a National Recovery Day Rally. More than 10,000 people, including those in recovery, as well as their family and friends, politicians, non-profit leaders, , recovery professionals, celebrities and other supporters walked together across the Brooklyn Bridge (which connects Manhattan to Brooklyn) to form a human chain -- a living symbol of recovery. The walk began with a rally in which Gil Kerlikowske, director of ONDCP, delivered a message from President Obama, and it ended with remarks from NY Gov. David Paterson and a concert by Smokey Robinson.

Through its national recovery delegate program, A&E selected “recovery delegates” – people with 10 years or more of recovery who actively promote addiction awareness and recovery services in their communities -- from every state and Washington, DC to lead the rally. Celebrities including Whoopi Goldberg, Benjamin Bratt and Russell Simmons, among others, recorded PSAs. A&E also sponsored more than 70 local events across the country and held intervention town hall meetings -- year-round public forums about addiction A&E Interventionists, local officials and treatment providers address local issues and promote resources.

In addition, a dedicated website lets visitors plan or attend local events, share personal stories, advocate to legislators and community leaders, volunteer. Outreach includes email to over 1,000 groups for 3.5 million impressions, plus web marketing for another 3 million impressions, along with social media such as a Facebook page.

The overall program generated more than 17 million impressions; helped garner $1.5 million in sponsorships an ad sales. Most importantly, it brought a worthy cause to the forefront and helped thousands of people in need.