Despite having the highest brand awareness and 29% market share, Wonder is in a category that is mature and declining. To gain incremental displays in stores, contemporize the brand with an increasingly tech-savvy consumer and create an emotional connection with moms and kids, Wonder and Wunderman3 created the “7 Wonders of the U.S.A. Teacher Tour.”
To help form an emotional bond that would make mom feel good about the product and the brand, the promotion invited moms and kids to nominate teachers they considered “heroic.” They were asked to submit an essay (100 words or less) to www.7wondersoftheusa.com, describing how a teacher inspired students and made learning fun.
The promotion, which ran from July 25 through Oct. 25, 2011, was marketed through parent-teacher associations, Teach for America email blasts, targeted press releases, posts on high-traffic teacher and education blogs, promotional packaging, displays, P-O-P at retail, a promotional Facebook tab, Facebook and Twitter posts and Facebook ads.
The seven winning teachers were asked to teach their class via satellite, in real time, from the locations of seven wonders of the U.S.: the Grand Canyon, Mt. Kilauea in Hawaii, the Statue of Liberty, New Orleans Jazz Park, the National Mall in Washington D.C., the Kennedy Space Center and Mt. Rushmore. The live feeds were meant to excite students as the teacher was experiencing the true “wonder” of the location.
In addition to the teachers, each winning teacher’s school received 25 LG G-Slate tablet computers, and everyone who nominated a teacher was entered into a sweepstakes for a chance to win an LG G-Slate tablet computer of his or her own. In addition, for each nomination submitted, Wonder made a donation to Teach For America to help kids everywhere receive a “wonderful” education.
At the www.7wondersoftheusa.com site, moms and kids could learn about each of the seven wonders chosen for the promotion through fun facts and interactive activities.
In total, more than 3,200 nominations were received. Three thousand retail displays were ordered and 24 million packages carried the promotion. The campaign generated more than 620 million impressions and the brand garnered nearly 5,000 new Facebook fans. 7wondersoftheusa.com received 17,000 visits, while roughly $5,000 was raised for Teach for America during the campaign period.