World Wrestling Entertainment (WWE) - "McMahon's Million Dol
Votes: 2980
0
0
Name: World Wrestling Entertainment (WWE) - "McMahon's Million Dol
Caption: WWE Chairman, Vince McMahon developed "McMahon's Million Dollar Mania" to stimulate ratings, drive traffic to wwe.com, and attract new fans to Monday Night RAW, WWE's flagship television.
In an unprecedented act of generosity, Mr. McMahon gave away a total of three million dollars, to loyal WWE viewers. Over the course of three weeks, Mr. McMahon would simply pick up the phone and if the person on the other end of the line knew the code that's shown live on RAW he or she is a winner - it was that simple.
At the conclusion of the June 9th broadcast, Mr. McMahon announced he had so much fun, he was going to award another million dollars on June 16th.
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Sapient Interactive
Votes: 640
0
0
Name: Sapient Interactive
Caption: Coca-Cola's Burn is an energy drink popular in Europe. It promises that it "extends your night," allowing you to push back the dawn and party to your heart's content. Our objective was to extend this brand promise into the social media space with a compelling and successful next generation Facebook application that could cut through the clutter of existing applications.
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Campbell-Ewald
Votes: 519
0
0
Name: Campbell-Ewald
Caption: The campaign was a test program targeting the parents of the New England Recruiting District. Overall objective was to change the perception of parents, particularly moms, of how life is in the Navy.
The campaign also aimed to raise awareness of the Navy brand, open the minds of parents to the thought of their children joining the Navy, and demystify the Navy lifestyle.
The campaign successfully achieved these objectives.
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PRO.P.AG.AND.A Entertainment Marketing
Votes: 487
0
0
Name: PRO.P.AG.AND.A Entertainment Marketing
Caption: Propaganda Global Entertainment Marketing's objective was to conceive, coordinate and implement Nokia's worldwide promotional campaign surrounding the hugely successful release of the box office phenomenon The Dark Knight. Our goal from the outset was to reinforce Nokia's leadership position in the telecom entertainment marketing space by associating our client with what we anticipated to be one of the most successful box office hits of the year. Propaganda GEM's role was to supervise and manage the work of various Nokia agencies around the world (online, mobile, POS, media, etc.) by securing content and obtaining timely approvals from the filmmakers and talent. To do so, Propaganda had to firstly identify the opportunity, then support the film production around the world during principal photography (London, Chicago, HK) and finally negotiate the exclusive worldwide rights for Nokia in the mobile sector with Warner Bros.
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PRO.P.AG.AND.A Entertainment Marketing
Votes: 458
0
0
Name: PRO.P.AG.AND.A Entertainment Marketing
Caption:
Primary objective was to reposition the Piaget brand name in the United States and gloabally by closely aligning the brand with the world of entertainment and celebrities. Goal was to increase notoriety by augmenting PR/editorial activities. Piaget wanted to associate their brand name and celebrity through step and repeats and dressing celebrities with their products. Held annually in Santa Monica California, the Independent Spirit Awards event honors filmmakers who make films driven by passion not financials. The choice of this award was a daring one as no other luxury brand had ever been associated with the event.
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Showreel International, Inc.
Votes: 451
0
0
Name: Showreel International, Inc.
Caption: Showreel International is an award-winning film and video production company based in Hollywood and we were looking to make a big splash in the viral world. We needed something different that pushed the boundaries.
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Schneider Associates
Votes: 247
0
0
Name: Schneider Associates
Caption: In 2008, Baskin-Robbins held its second annual 31 Cent Scoop Night (31 CSN) event at all 2,700 store locations nationwide. The company partnered with the National Fallen Firefighters Foundation and donated $100,000 to the worthy organization, in addition stores across the country partnered with their local fire station for the event. Schneider Associates (SA), Baskin-Robbins agency of record, was charged with supporting the event for the second year, and increasing consumer awareness and traffic with no traditional advertising support for the program.
The goal of the program was to build momentum leading up to the peak summer selling season, generate brand awareness, drive traffic to Baskin-Robbins stores on the night of the event and beyond, and create local community goodwill both nationally and locally. To do this, SA recommended going beyond traditional PR tactics and using social media tactics to create buzz around 31 CSN.
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CBS RADIO
Votes: 143
0
0
Name: CBS RADIO
Caption: Paramount Pictures asked CBS RADIO to find a creative, inspired way to promote their newest film. CBS RADIO's JACK-FM formatted stations in Los Angeles, Chicago, Dallas and Seattle flipped to "STONES-FM" on-air and online on April 4, 2008 to coincide with Paramount Pictures' "Shine A Light," a behind the scenes film highlighting the Rolling Stones. The band took over JACK-FM airwaves for four commercial-free hours and broadcast their music picks, including several songs from the film and soundtrack that reflected JACK's motto of "playing what we want."
The STONES-FM campaign is unique because it used radio in an exciting, fresh way and helped to increased awareness of the film through a homepage takeover, commercials, e-mail blasts and dedicated website components. This promotion increased the visibility of the movie and integrated the Stone's identity with a popular brand of radio station, while exposing CBS RADIO's largest audiences to the film.
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Draftfcb
Votes: 113
0
0
Name: Draftfcb
Caption: In 2008, DRAFTFCB continued to execute against the monumental task to educate young women about cervical cancer and its link to a common virus called human papillomavirus (HPV). The primary objectives were to communicate facts about the disease and ways women can help protect themselves.
A multi-channel campaign was developed and aligned with a young woman's Passion Point of Fashion. Merck & Co., Inc., partnered with VOGUE magazine and Alex and Ani designer, Carolyn Rafaelian to announce a limited-edition bangle set benefiting a cervical cancer charity. The campaign leveraged the mindset of young women when they accessorize for the Spring & Fall Seasons.
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THE HEAVYWEIGHTS
Votes: 109
0
0
Name: THE HEAVYWEIGHTS
Caption: The primary objective of the �Kids dart. Drive smart.� campaign was to raise awareness of the presence of children near streets in residential neighborhoods, therefore decreasing the number of vehicle-related accidents resulting in injuries to children. Another objective � and just as important � was to raise awareness of Riley Hospital for Children as an advocate for child wellness and safety throughout the state community.
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PRO.P.AG.AND.A Entertainment Marketing
Votes: 93
0
0
Name: PRO.P.AG.AND.A Entertainment Marketing
Caption: Propaganda GEM initiated a promotional campaign for Audi synchronized with the release of the awaited movie adaptation of "Iron Man", the comic book character. We emphasized on Audi's premium brand positioning by creating an association with an ideal, yet fictional, client - Tony Stark, and indirectly with the Iron Man character. We wished to reinforce Audi's brand values - sportiness, progressiveness and sophistication similar values represented by Tony Stark's adventurous life, unconventional thinking, and premium lifestyle. The halo effect of the R8, Audi's flagship sports car, which had not yet launched, was to benefit Audi's entire model range & other Audi models were placed in the film (S5, Q7). Propaganda GEM, Audi's lead agency, identified this opportunity and negotiated, conceived, developed and implemented the necessary actions for AUDI not only to ideally be featured in the film but furthermore secure the worldwide promotion rights in the automotive category.
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GSD&M Idea City
Votes: 85
0
0
Name: GSD&M Idea City
Caption: In the spring of 2008, BMW North America would launch the new 1 Series â a U.S. version of the already popular European model. The target would be a new demographic for BMW â young 20-something, tech-savvy trendsetters. To appeal to their digital lifestyle, we created an extensive online campaign to build buzz and generate sales leads for the 1 Series launch.
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Goodby, Silverstein and Partners
Votes: 78
0
0
Name: Goodby, Silverstein and Partners
Caption: H�agen-Dazs is distinctive, famous and respected; it is the Lexus of the ice-cream cabinet.
And yet, despite positive equity, unwavering commitment to quality, and a successful marketing campaign built around the line, �Made Like No Other,� H�agen-Dazs faced serious issues:
- As the ice cream cabinet became crowded, share was threatened and sales began to decline.
- The �Made like no other� message was in danger of wear out.
- Tracking studies indicated that consumers loved the product but lacked a vibrant connection with the brand.
- And, price increases made H�agen-Dazs the most premium of super premium ice-creams.
H�agen-Dazs needed to �unbend� a little � become more contemporary and get a little more bounce in its step � and regain sales momentum.
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Harmelin Media
Votes: 77
0
0
Name: Harmelin Media
Caption: Tastykake is a Philadelphia icon, having opened its bakery in 1914 and now generating sales of over $250 million annually. Tastykake distributes its up and down the East Coast with its #1 market, its hometown, Philadelphia. Tastykake needed to improve sales in their important Convenience Store segment, as Convenience Store sales were always driven, in large part, by radio. Men 25 - 49 were identified as "indiscriminate snackers" and heavy users. Convenience stores account for a significant portion of Tastykake single serve sales. Additionally, many sales distributors fall into the Men 25 to 49 demographic and are avid listeners of radio during their daily driving on their routes delivering Tastykake. Re-energizing the sales force was also a key objective for this campaign. Tastykake was looking for added Public Relations and a significant added value component beyond "spots and dots" in its media partnership.
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DRAFTFCB
Votes: 77
0
0
Name: DRAFTFCB
Caption: OVERVIEW
Back in late 2007, the Coors Light brand entered into an agreement with NASCAR to become the sports official beer sponsor. The new sponsorship came with branding rights to the pole position award for the Sprint Cup Series. The real challenge this new sponsorship posses is the fact that not only is this the first year of the brands association with the sport...the pole award (remember the one and only raceing asset that Coors has naming rights to) was previously owned by their #1 competitor, Budweiser, for the past 10 years.
OBJECTIVE
Elevate/establish the Coors Light brand affiliation with the NASCAR sport among the young male, key beer drinking, tech savy demo. Do so by utilizing a medium the key beer drinking (M21-24) target is familiar and comfortable with, and infact prefers. Give them a perceived value that elevates the brands sponsorship asset: The Pole Award
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Studio 8 Entertainment / Digital Content Partners (DCP)
Votes: 63
0
0
Name: Studio 8 Entertainment / Digital Content Partners (DCP)
Caption: Create a viral video spot to increase brand awareness for Bikini Zone, a line of women's pre-shave and after-shave products.
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Zooom Media & Marketing
Votes: 61
0
0
Name: Zooom Media & Marketing
Caption: Pepsi had developed the Pepsi Stuff promotion for 2008. The creative vision for the campaign was the Pepsi Stuff Monster, a massive entity that literally was made up of all of the cool items consumers can earn/win through Pepsi Stuff (music, electronics, apparel, etc.).
The challenge we were issued by Pepsi was to bring the Pepsi Stuff Monster to life. In a matter of weeks. Pepsi was already a major sponsor of the Super Bowl and various NASCAR races. So they needed to showcase Pepsi Stuff to the consumers in a way that matched the essence of the promotion.
The objectives were as follows:
- Create a physical Monster modeled after the Pepsi Stuff Monster.
- Place the Monster at locations that garnered major attention from both consumers and the press.
- Stage surrounding promotional activities through themed giveaways to communicate the promotion to the consumers.
- Make something better, bigger and cooler than had been done before.
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CENERGY
Votes: 60
0
0
Name: CENERGY
Caption: Jolt Energy Drink was looking for a concept to help re-launch and establish the brand in the competitive energy drink category. Unlike most energy drinks, Jolt is looking to position the brand a bit more irreverant than the competition. Jolt is not the energy drink for F1 race car drivers or K2 mountain climbers, but rather those that need a caffeine and energy fix to make it though the day.
Jolt was also looking to position itself as the "official energy drink of Summer Solstice", the longest day of the year. If the brand can own, and support this promise, Jolt has a promotional platform to build upon for years to come among consumers and retail trade.
In summary, create national buzz, reinforce brand positioning, and take ownership of the longest day of the year.
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Preston Kelly
Votes: 58
0
0
Name: Preston Kelly
Caption: Although consumers are comfortable banking or buying airline tickets online, interacting with their healthcare provider is not something most have considered. HealthPartners started with 12% of their members registered for online patient services. Based on the number of office visits and lab tests, they knew there was potential for more. So HealthPartners set an aggressive goal to reach 28% by January 2009. Knowing the bar was set high, it was imperative this campaign generate buzz to really differentiate HealthPartners from competitors. Primary research revealed that among the sea of blue and green, smiling doctor healthcare ads, a generic campaign would be ignored, especially by 18-35 year olds. Respondents could not distinguish one healthcare company from another and often gave advertising credit to the wrong company. Reaching a 28% online registration total and motivating younger consumers to engage with the HealthPartners brand were the top objectives for thecampaign.
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Preston Kelly
Votes: 56
0
0
Name: Preston Kelly
Caption: Although consumers are comfortable banking or buying airline tickets online, interacting with their healthcare provider is not something most have considered. HealthPartners started with 12% of their members registered for online patient services. Based on the number of office visits and lab tests, they knew there was potential for more. So HealthPartners set an aggressive goal to reach 28% by January 2009. Knowing the bar was set high, it was imperative this campaign generate buzz to really differentiate HealthPartners from competitors. Primary research revealed that among the sea of blue and green, smiling doctor healthcare ads, a generic campaign would be ignored, especially by 18-35 year olds. Respondents could not distinguish one healthcare company from another and often gave advertising credit to the wrong company. Reaching a 28% online registration total and motivating younger consumers to engage with the HealthPartners brand were the top objectives for the campaign.
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Preston Kelly
Votes: 48
0
0
Name: Preston Kelly
Caption: Only 7% of consumers are considering switching dentists at any one time. Layer in dozens of choices for dental clinics and it's apparent that opening up to say ahhh won't be loud enough. HealthPartners needed to scream in order to wedge their way into the select few considering finding a new dentist. So how does HealthPartners become the dental group that gets remembered, that engages consumers who normally wouldn't give them a first glance? Our objective was to provide this small consumer group with a new way to look at dental care. A memorable, relevant way to become the first clinic they think of when it's time to see a new dentist.
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Preston Kelly
Votes: 47
0
0
Name: Preston Kelly
Caption: Although consumers are comfortable banking or buying airline tickets online, interacting with their healthcare provider is not something most have considered. HealthPartners started with 12% of their members registered for online patient services. Based on the number of office visits and lab tests, they knew there was potential for more. So HealthPartners set an aggressive goal to reach 28% by January 2009. Knowing the bar was set high, it was imperative this campaign generate buzz to really differentiate HealthPartners from competitors. Primary research revealed that among the sea of blue and green, smiling doctor healthcare ads, a generic campaign would be ignored, especially by 18-35 year olds. Respondents could not distinguish one healthcare company from another and often gave advertising credit to the wrong company. Reaching a 28% online registration total and motivating younger consumers to engage with the HealthPartners brand were the top objectives for the campaign.
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The Kaplan Thaler Group
Votes: 46
0
0
Name: The Kaplan Thaler Group
Caption: o Continental Airlines flies to the most international destinations of any U.S. airline. Its crucial for Continental to differentiate itself from the other market players and to demonstrate the value-added to their key constituencies (i.e., business travelers). In a struggling industry, Continental still offers things that most other airlines have taken away like meals at meal time. Continental is continually committed on providing its customers with the highest quality service.
o The program was designed to reinforce the breadth of Continentals international service, highlight the service offering and value proposition, and clearly position Continental as the best choice for the international business traveler.
o Continentals targeted its strongest market, New York City, in which it has had a continuously strong advertising presence.
o The program was designed to differentiate Continental and its acclaimed international service from competitors by offering a unique experience consistent with the on-board experience, complementing the advertising.
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Digitas
Votes: 45
0
0
Name: Digitas
Caption: MARS' new campaign for STARBURST(R), Share Something Juicy, represents a major shift from the traditional CPG web tactics, to a more youth-driven and engaging brand experience. The campaign positions Starburst as an enabler for cool, new digital content while promoting the launch of its latest product: STARBURST(R) GummiBursts(TM). The campaign is highlighted by partnerships with popular Vloggers, entertaining viral videos about sharing, and a new animated branded entertainment series, Nite Fite -- all of which will be syndicated across the web. Additionally, a major advertising campaign will drive users to a fully re-designed STARBURST(R) Web site. The strategy is to create a network of content that is distributed both on starburst.com and off-site so its audience can experience the brand where they are already consuming content.
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Atmosphere BBDO
Votes: 44
0
0
Name: Atmosphere BBDO
Caption: Anheuser-Buschs Bud Light recently launched the Dude campaign in which a series of TV spots feature a man reacting to different scenarios by simply stating dude. Viewers are amused by the hilarity of his actions, and the fact that the dialogue is (almost) entirely one word. A dudemandess.com site was also created as the home of all thing Bud Light Dude.
Mobile became a key component of this short-run campaign (ran during NCAA March Madness for 4 weeks to attract attention) chosen TO VIRALLY EVANGELIZE the language of Dude among its core audience, 21-34 year old males. 90.5% of 18-24 year olds and 89.9% of 25-34 year olds engage with mobile messaging programs [M:Metrics]; giving mobile great strength to extend the reach of Dude.
The objectives of this mobile campaign were:
1. Engage a major percentage of the branded site visitors in the mobile application extend BUZZ from site to phone
2. Reach a total of 10,000 Calls of the Dude get the BUZZ going
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REMG Entertainment Corporation & Embrace Events Inc.
Votes: 43
0
0
Name: REMG Entertainment Corporation & Embrace Events Inc.
Caption: To reinforce Rogers Wireless as the most youth relevant, innovative and technologically advanced mobile brand in Canada by creating a branded music event property.
To establish the Rogers Picnic as leading-edge among live music events by demonstrating a profound understanding of youth music lovers and providing them with unique and unforgettable music experiences.
To deploy advanced mobile and web technologies to enhance and revitalize the fan concert experience through the Rogers Wireless device.
We designed the Rogers Picnic music festival from a blank slate, without any reference to the format of previous or existing live music events. Our goal was to push the envelope of what artists and fans can come to expect of a branded, large scale music event.
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Intuit Inc.
Votes: 40
0
0
Name: Intuit Inc.
Caption: Drive early season TurboTax?-branded online and traditional media coverage, before the start of the conventional tax season (Jan.-Apr.) to engage and educate consumers on getting the most from their tax deductions.
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Atmosphere BBDO
Votes: 39
0
0
Name: Atmosphere BBDO
Caption: In keeping with their uniquely funny reputation, Anheuser-Buschs Bud Light recently launched the Dude campaign. Introduced by TV spots featuring a man reacting to different scenarios by simply stating dude, viewers are amused by the hilarity of his actions - that the dialogue is (almost) one word. A digital campaign extended Bud Light dude.
A social media effort became a critical effort in the overall campaign to spread viral buzz among the core target of 21-34 year old males. Facebook was tapped. With over 80 million active users, Facebook is the 2nd most-trafficked social media site in the world (comScore) and their fastest growing demographic is around the age of 25 (Facebook.com).
The social media objectives were threefold:
1. Maximize target audience reach - get THE WORD out
2. Encourage strong returning behavior amplify THE BUZZ
3. Promote regular activity and engagement keep THE BUZZ going
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Downtown Partners Chicago
Votes: 38
0
0
Name: Downtown Partners Chicago
Caption: In 2007, Downtown Partners launched a microsite for Northwestern Mutual as part of its branding campaign. With a modest budget to promote the site, the client and agency were pleased with the traffic generated throughout the year.
Although the 2007 campaign was successful, we had room for improvement. In a highly competitive and typically lackluster category, the team was challenged to find an interesting and innovative way to build awareness for Northwestern Mutual and deliver the message while using the online medium to its fullest potential.
This year we approached the new campaign knowing we wanted to continue a program that included online and offline support. Although pleased with the 2007 results, our 2008 goal was to generate a 50% increase in microsite traffic. With budgets the same, we needed an idea that would generate more viral activity to encourage people to positively interact with the Northwestern Mutual brand.
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Atmosphere BBDO
Votes: 36
0
0
Name: Atmosphere BBDO
Caption: To jump start the holiday retail season, Target wanted to create a campaign that would stand out from its competitors and grab peoples attention. Target wanted to entice shoppers to rush to its sale before any store and pass the urgent message along. Through the employment of non-traditional, eye-catching out of home media, Target created significant BUZZ around the sale.
The objectives for this innovative outdoor effort were:
1. Create a unique and unexpected experience that grabs peoples attention with an alternative use of external media
2. Stimulate WORD OF MOUTH further promoting the Target 2-Day Sale
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Davie Brown Entertainment
Votes: 33
0
0
Name: Davie Brown Entertainment
Caption: In the competitive beverage marketplace, carbonated soft drinks are always looking for a different way to stand out in and increase brand appeal.
In a time when sales and volume are slowing their decline, it is harder than ever to attract media and consumer attention.
In the past, Pepsi has leveraged entertainment programs around their take-home products, which include 12 and 24-packs and 2L bottles, where Pepsi brands are not the category leader.
However, Mountain Dew is the No. 1 choice of consumers in the convenience and gas (C&G) arena, where their single-serve business, fueled by 20oz. bottles, is rated higher than brand Pepsi and Coca-Cola.
For this campaign, we were charged with identifying, negotiating, and executing a strong national consumer promotion with an entertainment property that has similar appeal and audience as Mountain Dew, males 18-34, to increase sales and brand affinity.
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Media Storm
Votes: 32
0
0
Name: Media Storm
Caption: With the re-brand of Court TV to truTV in 2008, our ongoing goal is to attract and encourage new viewers to sample the truTV brand. Our main summer effort was to launch truTVs new, original series, Black Gold with advertising and promotional support. The series, produced by Thom Beers, follows several West Texas wildcatters and their crew of roughnecks as they risk their lives, limbs, and hundreds of thousands of dollars setting up rigs in attempt to strike oil.
To create excitement and generate buzz around the new series, our strategy was to secure a partner or sponsorship opportunity that aligned with our working class/Americana niche audience. Our target audience included passionate country music fans who would identify with this type of programming.
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ESPN
Votes: 28
0
0
Name: ESPN
Caption: The objective of this program was to build on to the success of the 2007 promotion that ESPN created for Bud Light on ESPN.com for Real Men of Genius. For the 2007 program, ESPN created a tournament bracket style promotion where fans voted for their favorite Bud Light Real Men of Genius audio commercials on a custom microsite on ESPN.com. The commercial with the most votes moved on to the next round, until a winner was crowned. This year, ESPN created a two phase contest/sweepstakes where fans were able to contribute their own creativeness to the Real Men of Genius promotion by submitting their own script and then voting on the top four submissions. In doing so, fans were entered to win a trip to the Bud Light Party Cruise.
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Icon Media Direct, Inc.
Votes: 26
0
0
Name: Icon Media Direct, Inc.
Caption: Our objective for the OxiClean Spray-A-Way campaign was to illustrate the fact that this stain remover can be used anytime, anywhere. Our target was Women age 25-39 with children from ages 0-12. Our challenge was to grab our target's attention and illustrate the uses and convenience of the product for her and her family while they are on the go.
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Vitrue, Inc.
Votes: 25
0
0
Name: Vitrue, Inc.
Caption: http://www.benjerry.com/imagine/
Ben & Jerry's, a company that is recognized for elevating social issues of the time, was looking for a way to further engage its loyal consumers through a user-generated medium. The company wanted a social media program that would align with the Ben & Jerry's mission of "Peace, Love and Ice Cream," fit its culture and meet its unique "Key Performance Indicators" of relationships strengthened and built. The big challenge: spark the same offline passion people experience with the brand online.
The social media program titled "Imagine Whirled Peace" ties both with launching a new flavor, "Imagine Whirled Peace," and 2008's Peace Day on Sept. 21.
B&J worked with John Lennon's estate to secure rights to using his name on the new flavor. Peace Day, founded by filmmaker Jeremy Gilley in 1999, is an annual event organized by non-profit Peace One Day, which is marked by the member states of the United Nations with an official day of "global ceasefire and non-violence."
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Zooom Media & Marketing
Votes: 21
0
0
Name: Zooom Media & Marketing
Caption: If the box office for Hollywood is all about hype and tickets sold, then DVD releases are all about purchases and truly measurable buzz. New Line had secured an incredible amount of positive media attention with the theatrical release of Hairspray the Movie, so the DVD goal was focused on converting buzz to sales.
Hairspray the Movie was a hit ($118.8 million box office). So it needed a way to capitalize on its hit status to drive DVD sales, specifically amongst girls ages 9-16. They knew the target could be found in malls plus these locations included retailers that carried the product yet they had no turnkey solution for activating promotions there.
New Line felt the DVD needed to find a way to create excitement and encourage consumers to purchase.
1. Drive purchase of the DVD.
2. Engage the target at lifestyle locations.
3. Create buzz amongst the target.
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Blockdot
Votes: 19
0
0
Name: Blockdot
Caption: Blockdot's Chevy Cobalt Labs is a tricked-out social media application that boosts the Chevy Cobalt's visibility in the premium end of the small-car market.
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Octagon
Votes: 19
0
0
Name: Octagon
Caption: The passion NASCAR fans have for the sport is primarily driven by their devotion to and affinity for their favorite drivers. As a result, NASCAR fans are unique among sports fans in their understanding and appreciation of the importance of NASCAR sponsors. Simply put, without sponsors, their favorite drivers are unable to race.
The objectives of the Sprint All Star Customer Celebration were to:
Increase customer satisfaction levels among Sprint customers who are NASCAR fans.
Reduce churn levels among Sprint customers who are NASCAR fans.
Reward Sprint customers who are NASCAR fans by using sponsorship assets to bring them closer to the sport they love.
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Fox Soccer Channel
Votes: 18
0
0
Name: Fox Soccer Channel
Caption: As Americas premier television destination for the beautiful game with over 32 million subscribers, Fox Soccer Channel has delivered the sport to domestic audiences for over a decade beginning with its origins as Fox Sports World in 1997. The Fox Soccer Channel 10th Anniversary Extravaganza was conceptualized as a means of reminding both viewers and business partners of the channels superior coverage and longevity relative to other U.S. soccer broadcasters. The event provided the channel an opportunity to showcase key programming property in a public setting and served an official launch party for on-air celebration of 10th anniversary, running throughout November, 2007. The networks marketing team sought to Partner with other soccer-centric entities to help offset event staging costs, and create a fully-interactive soccer village. A secondary objective was to further position Fox Soccer Channel as a promotional vehicle for emerging musical acts by incorporating a concert element into event.
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The Marketing Arm/ipsh!
Votes: 16
0
0
Name: The Marketing Arm/ipsh!
Caption: Consumers like variety. Nowhere is this more apparent than with snack food companies that are constantly introducing new products and flavors in an attempt to keep their customers' attention. But Cheeseburger? Are people really going to buy a potato chip that is Cheeseburger flavored? It doesn't matter that the chip actually tastes really good; a name like Cheeseburger Is likely to turn people off before anyone bothers to find out. How do you get a great new product to market and enable it to fly off the shelves when the product concept might be unappealing to a large portion of your audience? This was the challenge Frito-Lay faced as they introduced the latest flavor to their Doritos line. The overall objective of this campaign was to reward the existing Doritos fan base for their active participation with the brand while simultaneously broadening the overall number of customers. Further, by capturing customer information and evaluating behavior, Frito-Lay would gain valuable information about their audience and the opportunity for future communication.
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