Day: May 1, 2006
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Agencies
Loose Cannon: A Meditation on A Solicitation
Jim sent me the nicest thank-you note the other day. It was printed on a full-color card bearing a picture of a bright yellow daisy, and it —
Who
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Illusionary Wonder
A&E had consumers rubbing their eyes in amazement when it staged a live event around its new real-life series Criss Angel: Mindfreak. And rightly so.
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HHRya Promotion
Last July, Chevy welcomed the newest member of its family, known by three letters: HHR. The sport utility vehicle needed a unique and integrated campaign to get the word-—or in this case, the letters—out.
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Sweet Spot
Mike and Ike, those fruit-flavored chewy candies, needed a major facelift. The brand had a loyal core of munchers, but limited marketing. A relatively small brand, it needed visibility to take on share leaders like Starburst and Skittles.
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Greased Lightning
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car passionate audience, the brand found its mark with video games.
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Burger King & the NFL
An NFL partnership last football season was just what Burger King (BK) cooked up to promote a limited time only burger and fries offering. The fast food purveyor wanted to take a bite out of the National Football League’s popularity to grow sales of its special month-long offer of an Angus ‘Shroom and Steak Burger and its chicken fries.
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The Beat Goes On
It took weeks of scouring garage sales and thrift shops to collect what Grand Central Marketing needed for client Napster’s showcase at the Digital Life show last year. The agency wanted to take Napster, a Web-based music-sharing service, back to when founder Shawn Fanning first championed new talent from his garage. The trade show presence needed to reflect Napster’s anti-establishment image in contrast to the slick, prefab booths that are more typical.
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Tinker Tailored
The appliance brand dove into its first-ever film tie-in with 20th Century Fox’s Robots, matching Sunbeam products to the animated film’s characters.
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Crunch Time
ConAgra boosted Orville Redenbacher’s popcorn sales 23% when it leveraged the popularity of ABC’s Lost drama series with a Lost in Hawaii sweepstakes and DVD rebate offer.