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HOT
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Creative Sweepstakes Launch |
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TRENDS |
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A Paul Bunyan-esque Promo
No, they weren’t cooking up brontosaurus burgers at Chicago’s John Hancock Center on March 7. Rather, it was a giant bratwurst. Johnsonville Sausages set up a 30-foot grill, above which a 250-pound replica bratwurst hung. The publicity stunt was created by Johnsonville Sausages to celebrate Daylight Saving Time (which means an extra hour of sunlight for grilling). Countdown clocks ran off the minutes until the gargantuan fake meat was lowered onto the faux grill, which was suitable for Paul Bunyan.
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 At
noon, the 15-foot brat was lowered. Jon Shook
and Vinny Dotolo from the Food Network’s 2
Dudes Catering show, along with passersby,
chanted “Drop the brat. Drop the brat.”
Once
the brat hit, a loud sizzling sound could be
heard throughout the surrounding blocks of metropolitan
Chicago. A tuft of smoke was also released into
the air. Apparently, the publicity stunt worked.
About 1,100 brats were handed out, along with
25,000 Johnsonville coupons and a slew of T-shirts
and other giveaways from radio partners WZZN-FM
and ESPN Radio.
A “Daylight Savings Sweepstakes” at
Johnsonville.com supported the effort. Lucky
winners, through March 30, received one of 10
Weber grills, logoed barbeque tongs and a host
of other prizes.
Apparently the installation looked a little too
real to some. “I had to
explain so many times during the permitting process that there was no actual
grilling to be done on the grill. It’s a prop, people,” says Beth
Gottlieb, national program director for Massivemedia, which helped create the
event. “Chicago is a big grilling town … it’s great for sausage
and steak.” And, it’s especially great for giant faux brats.
Looking for
some creative ideas of your own for your next promo? Check out our Shopping
List below for some fresh product options.
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Cool Awareness Campaign |
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NYSC Gives Grand Central a Spin
 Seeing 1,800 people in New York’s Grand Central Station at any given time is no big deal. Seeing them all sweating it out on stationary bicycles, however, is quite unusual. But that’s what happened earlier this year during a 24-hour spin-a-thon called “Saints and Spinners.” The event was co-sponsored by New York Sports Club (NYSC) and Snapple.
Participants pedaled their stationary bikes to raise money – $250,000 – for
Health Corps, an organization
dedicated |
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to
fighting
teen obesity.
It also promoted
the fact
that the
health club
chain offers
a variety
of exercise
options,
including
1,000 spin
classes a
week.
“What
made ‘Saints
and Spinners’ successful
is showcasing
the fun and
energy of our
fitness program
in an iconic
and high-trafficked
area like Grand
Central when
resolutions
are on everyone’s
mind,” says
Merrill Richmond,
vice president
of marketing
for NYSC. “It
was a sure-fire
formula for
success.”
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Each
participant
received
a logoed
T-shirt
commemorating
the
event,
which
helped
set
not
one,
but
two, Guinness
Book
of
World
Record marks.
Cadence
Cycling
team
set
the
record
for
most
miles
traveled
on
a single
stationary
bike
in
24
hours – 829.84
miles.
And,
the
new
world
distance
record
of
40.6
miles
was
set
by
Holden
Comeau,
one
of
its
members.
The
event
was
such
a success
that “Saints
and
Spinners” will
repeat
next
year
in
Grand
Central
Station’s
Vanderbilt
Hall. “There
are
still
some
logistical
things
to
be
worked
out,” says
a NYSC
rep. “If
enthusiasm
and
interest
were
the
only
deciders,
it
would
be
a done
deal.”
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Need
product ideas for a fitness
promo? Check out our Shopping
List below.
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Shopping
List |
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Here are some hot product ideas for your next campaign:
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ROCK
YOUR BRAND Prepaid
Music Download
Cards allow customers
to choose from
nearly 3 million
songs for your
iPod or MP3 player.
Music Download
Cards have a
high-perceived
value, carrying
your brand
and can offer
downloads for
any number of
songs you specify.
Now MP3 & MAC
compatible, Music
Download Promotions,
there’s
no wonder why
over 1 billion
tracks were downloaded
in 2007. Available
from asi/70303. |
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Gym Class Nostalgia Completely
custom kickballs
will have everyone
wishing for gym class
again, and the soft
vinyl makes it hard
to do damage. From
asi/98980.
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Relay the Message A fully functional keychain version of the Etch-a-Sketch will have clients talking about this latest promotion.
From asi/31570. |
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Keep Track Solar-powered pedometer is the next generation of pedometers and great for run/walk benefits. From asi/36730. |
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In the Bag Fitness
bag is great for
wellness fairs and
can be filled with
health-oriented promotional
products. From asi/56070. |
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Towel Off Keep
dry and fresh with
a handy sport towel
at a fitness promotion.
From asi/79750.
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Hot
Promo Of The Month |
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 ADVERTISEMENT
RED CROSS “SCRATCH
OFF” SWEEPSTAKES
BUILDS DONOR DATABASE
Red
Cross needed an incentive
that would motivate people
to register in the organization’s
online database. The
solution? A “Summer
Scratch-Off Sweepstakes” digital
download promotion.
Red
Cross distributed 200,000
flyers to people who visited
Red Cross locations, each
featuring a mystery code
guaranteed to win a prize.
Most codes contained music
downloads good for either
one or five free songs. But
there were also three iPods,
two DVD players and a 40-inch
flat screen TV up for grabs,
along with coupons good for
discounts at Red Cross stores.
To find out what their mystery
code was worth, flyer recipients
were first required to log
on to a Red Cross web page
and complete a registration
form. Upon completion, they
could enter their code and
instantly find out what they
had won.
CFS
facilitated the promotion
from start to finish – including
music codes, printing and
prize fulfillment. CFS also
handled the registration
page and data capture functions,
providing Red Cross with
a data file on a weekly basis.
The program was a huge hit – so
much so that Red Cross distributed
an additional 70,000 scratch-off
sweepstakes flyers. The end
result? Red Cross increased
its database by 105,000 people, a
39% conversion rate. |
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Advertising
Specialty Institute®,
4800 Street Road, Trevose, PA 19053 |
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