alli & Wynonna-my story, my alli

Aug 3, 2010 12:11 PM 

Best Vehicle-Based Experiential Campaign

Agency: Draftfcb
Client: GlaxoSmithKline

Over-the-counter weight-loss product alli was suffering from slowing sales since its 2007 launch. In addition, they were challenged with reaching consumers who were ready to make the commitment to eat and live healthier lives. GlaxoSmithKline wanted to do something that would make an emotional connection and get people inspired about the brand.

Meanwhile, country singer Wynonna Judd, an actual user, approached alli about endorsing the product because she was excited about the difference it made in her life. The agency leveraged her experience through an integrated, mobile campaign featuring the “My Story, My alli” experience. The bus tour worked in tandem with Wynonna’s U.S. concert dates and built momentum through TV, print and promotional elements featuring Wynonna.

Between March and April, the bus made 39 stops, including Wynonna concerts, retail visits, festivals, and health-related runs or walks, where more than 4,000 people interacted with alli. Consumers learned about alli, watched a video about Wynonna’s inspiring story, spoke with dietitians and made a pledge to live a healthier life. The bus experience was supported at mystorymyalli.com.

Overall, 31% of people who visited the alli experience recorded their story. Of those, 9% were enrolled in the 1-2-3 Start Plan and an additional 2% enrolled via email. Most people left extremely positive and inspiring messages, particularly with regard to Wynonna and her alli journey. Several people reported already losing weight with the help of alli. 

http://promomagazine.com/pro_awards/alli-wynonna-my-story-campaign/

Little Debbie Share-a-thon

Aug 3, 2010 1:30 PM 

Best Vehicle-Based Experiential Campaign

Agency: Luckie & Co.
Client: McKee Foods

McKee Foods wanted to create the largest-ever product launch in company history for their new Little Debbie Chocolate Cupcakes, by giving away 1 million cupcakes on National Chocolate Cupcake Day (October 18th). They also wanted to grow their Facebook fans and Twitter followers to continually engage consumers and gain insights from their ideas on snack cakes. They came up with the “Share-a-thon Tour” to encourage consumers to try the product and share it with others, as well.

The tour, which visited 21 cities between October  and December, covered 6,808 miles. It consisted of four Smart Cars custom-wrapped to look like Little Debbie Chocolate Cupcakes along with a truck and trailer with similar graphics. One smart car had a webcam for recording consumer videos, for which participants received a cupcake t-shirt. 

Six brand ambassadors, or the “smile squad,” handled sampling at each stop and took photos of consumers, who then received a unique code that allowed them to view, print, upload and email their photo, and find it on the photo mosaic. Consumers also had the opportunity to enter several sweepstakes to win a free carton of Little Debbie Chocolate Cupcakes. The tour was supported by television, radio, FSIs and social media.

As the largest promotion by McKee Foods in its 50 years, Share-a-thon made the Little Debbie Chocolate Cupcake the number one selling cupcake in America during the eight-week campaign, surpassing a competing brand that had been on the market for 90 years. They generated more than 1 million sweepstakes entries; consumers sampled more than 11,000 cupcakes on National Chocolate Cupcake Day in New York City alone; and 125,000 cartons in total were given away. Meanwhile, 500,000 people became fans of the Little Debbie Facebook page. 

http://promomagazine.com/pro_awards/little-debbie-share-a-thon/

Mobile RocPopShop

Aug 3, 2010 1:51 PM 

Best Vehicle-Based Experiential Campaign

Agency: MRA
Client: Rocawear

The year 2009 marked Rocawear Apparel’s tenth anniversary. The brand wanted to make a big splash, but the economy presented a challenge. With no Rocawear storefronts, and consumers not frequenting shopping malls and other independent stores as often, Rocawear wanted to find a way to connect with consumers that would make the brand stand out against both niche brands such as Sean John and broader brands like Levi’s.

The agency created the RocPopShop -- a 53-foot double expandable trailer which expanded into 1,000 feet of retail space outfitted with features such as leather chairs, suede walls, zebra-wood cabinetry and flat screen TVs.

Over the course of a year, the RocPopShop mobile trailer made 46 stops in 15 markets at music and street festivals, block parties and trade shows. It also was positioned as a standalone event in a variety of locations. During Jay-Z’s BP3 Tour, the RocPopShop was parked in front of his concert venues and offered fans the ultimate concert tailgate party. The tour was supplemented  with radio, street teams, online marketing, giveaways and a website, roc4life.com.

At all events, fans were invited into the RocPopShop to watch special concert performances, test their skills at Jay-Z’s recently released video game, “DJ Hero: Renegade Edition,” shop for Rocawear men’s and women’s apparel, and post comments on roc4life.com. Throughout the tour, everyone who made a purchase received a limited-edition RocPopShop shopping bag, among other giveaways.

Over the course of the campaign, 20,000 people toured the RocPopShop. While sales were not a main focus of the campaign, more than 3,000 items were sold.

http://promomagazine.com/pro_awards/rocawear-mobile-rocpopshop/

Drive One 4 UR School

Aug 3, 2010 1:53 PM 

Best Vehicle-Based Experiential Campaign

Agency: Team Detroit
Client: Ford Motor Company

Drive One 4 UR School was a series of one-day test-drive events held at local high schools nationwide to help fund school sports while building the Ford brand. For each test drive completed on event day, Ford donated $20 to the high school booster club, up to $6,000. Schools had an opportunity to earn up to an additional $6,000 by participating in a Student Video Contest. Participants also could enter to win additional prizes, such as a Gateway LT20 Netbook.

High schools and dealers received a pre-event instruction kit, including guidelines, event best practices, PR support information, timelines and sample event-day agendas. Dealers received promotional items such as banners, posters, window clings and floor graphics and had help from a program headquarters team and the website driveone4urschool.com. PR efforts helped seed buzz for each event.

All totaled, Ford dealers nationwide hosted 819 events between December 2007 and November 2009. They were attended by roughly 125,000 participants who conducted more than 115,700 test drives and generated more than $2.6 million for high school activities all across the country.

Sixty-eight percent of participants did not currently own a Ford and favorable opinions of Ford jumped from 65% before their experience to 82% after their test drive. At the conclusion of the 120-day sales window for each event, Drive One 4 UR School had a 1.48% buy rate, the highest of any Ford, Lincoln or Mercury test-drive program.

http://promomagazine.com/pro_awards/ford-drive-4ur-school/