New Product Launch
April 06, 2009
AC/DC's 1980 hit "Back in Black" is apropos of the return of the Australian rock band to the Billboard charts in 2008. After all, prior to the exclusive launch of its latest album, Black Ice, at Wal-Mart on October 20, the band had not released a studio album in eight years.
Small Budget Programs
April 06, 2009
CNN capitalized on the 2008 election year spirit to bring two socially relevant programs, CNN Heroes and Planet in Peril: Battle Lines, directly to millions of Americans engaged in community service and environmental stewardship. Through its CNN Community Outreach initiative, the media company was able to attract national audiences and engage them with its brand in a meaningful, cost-effective way.
Age-Specific: No budgetary parameters
April 06, 2009
The Olympics historically have been a sporting event that brought together nations, cultures and people. Going into the event, McDonald’s Corporation, a longtime sponsor of the Games, wanted a promotional event that truly stood out, particularly with younger consumers. The company, along with agency AKQA, got that and more with a Web- based alternate reality game called The Lost Ring.
Shopper Marketing
April 06, 2009
For more than 30 years, Campbell Soup Company has used its Labels for Education (LFE) program to contribute to the betterment of public schools. In this outreach initiative, consumers can redeem a number of Campbell’s popular food products (e.g., soups, V-8 beverages, Pepperidge Farm snacks) for points toward the purchase of educational materials and equipment.
Experiential Marketing: Budget under $1 Million
April 06, 2009
Heineken’s sister beer, Amstel Light, got some major promotional love last year with a one-day experiential extravaganza called the Spirit of Amsterdam. The event was designed by Mirrorball to bring a bit of carefree fun from Amsterdam to Manhattan. The day started when local radio stations announced that Amstel Light would be giving away 150 bicycles, which are common in Amsterdam. Long lines formed almost instantly, and, before long, scores of red bikes with Amstel signage were being pedaled all over the Upper West Side.
Experiential Marketing: Budget over $1 Million
April 06, 2009
Kids' cable network Nickelodeon, despite now being 30 years old, knows a thing or two about slime. Green slime, to be precise. In 2008, the network, along with experiential marketing agency Oasis, concocted a slime fest on steroids: Nickelodeon's Slime Across America tour.
Digital: Budget under $1 Million
April 06, 2009
A hit series on The N, a 24-hour TV channel for teens, is Degrassi: The Next Generation, a show whose edgy topics provoke passionate online discussion among fans at The- N.com and provide an advertising vehicle for Masterfoods’ Skittles candy.
Digital: Budget over $1 Million
April 06, 2009
AT&T's sponsorship of the 2008 U.S. Olympic team presented both a significant challenge and a tremendous marketing opportunity. As part of its sponsorship package, the wireless carrier garnered exposure in the form of in-broadcast, 40-second primetime features on each night during the two-week Games. Yet the brand's core 18-24-year old audience was significantly younger than the average Olympics viewer (age 47). Thus, it had to bridge the gap for those younger target customers in order to take full advantage of the platform.
Best Cause Or Corporate Social Responsibility Marketing
April 06, 2009
Verizon Wireless, which boasts the largest 3G network in the U.S., continues to seek new growth opportunities as it aims to deepen the interaction between customers and their mobile phones. In 2008, Verizon hooked up with Momentum Worldwide on a cause-related promotion targeted to the African American community, an underserved yet potentially loyal market.
Multi Cultural/ Ethnic (No budgetary parameters)
April 06, 2009
Kimberly-Clark brands HUGGIES® and PULL-UPS® partnered with agency MASS Hispanic Marketing last year to build a highly effective marketing campaign around part of a Spanish metaphor, “tren de vida” or “train of life.” The purpose: to introduce Latina mothers not only to the brands but to each other, as well.
Business to Business
April 06, 2009
Long before the Nov. 4, 2008, presidential election results were announced, CNN had emerged as the winner in the hotly contested media race. Thanks to its innovative "CNN Grill" coverage, CNN was the number one news and information site (Nielsen) for the Democratic and Republican National Conventions, Then, on election night, CNN dominated Times Square, hosting a viewing party for tens of thousands of New Yorkers, while beating all cable and broadcast media in the 8 p.m. to midnight slot (Nielsen).
Multi-Partner Promotion
April 06, 2009
Just as the Olympics are all about teamwork and pride, AT&T had to employ those same principles in activating its 2008 Olympic sponsorship of Team USA.
Local, Regional Market: Budget under $1 Million
April 06, 2009
So, you’re a TV network looking to build awareness for a series about a familyrun grocery store and you decide to take your message on the road. Naturally, you set up shop at—where else?—the nation’s grocery stores.
Local, Regional Market: Budget over $1 Million
April 06, 2009
Increasingly, Hollywood studios are looking to spawn cultural phenomena by offering audiences an “immersive” experience into the lives of movie characters. For Warner Bros., that meant giving fans of the Batman series a glimpse into Gotham prior to last summer’s release of The Dark Knight.
National Consumer Promotion: Budget under $1 Million
April 06, 2009
Most of the time, when a comedian tells you to hold an apple in your mouth while he prepares to carve two Xs on it with a chainsaw, you should refuse. But in the case of Dos Equis' Most Interesting Show in the World, the gag was all part of the fun. In fact, it was part of a touring marketing campaign created for the brewer by Mirrorball. The 2008 show was a cavalcade of bizarre and offbeat acts including a Japanese robotic dancer, a Russian contortionist, Venetian burlesque singers and the aforementioned Mark Faje, who bills himself the world's most dangerous comic and does strange things with fruit.
National Consumer Promotion: Budget $1-5 Million
April 06, 2009
Kmart wanted a splashy promotion to urge women to reconsider its apparel brands and establish a chic image. Teaming with Draftfcb, Kmart developed a two-pronged "Style Showoff" program to promote its new line of fashions for 2008.
National Consumer Promotion: Budget over $5 Million
April 06, 2009
Consumers have long observed the snacking rituals of twisting, licking and dunking Oreo cookies. But with the introduction of Double Stuf Racing League in 2008, Nabisco turned those popular pastimes into a sport (of sorts).
Super Reggie Winner
April 06, 2009
These days, a promotion can risk almost anything but irrelevance. With so many of us pinching pennies and on edge about our financial futures, marketers must churn out compelling, integrated campaigns if they expect to command consumers’ attention and make cash registers ring.