Author

Chief Marketer Staff

  • 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.

  • 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.

  • 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.

  • Agencies

    May 1, 2006

     

  • 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.

  • 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.

  • 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.

  • Hitting a High Note

    Much as he’d like to be thought of as a “regular guy,” women still weep when they hear Paul McCartney’s voice. At least they did last September at the offices of Fidelity Investments, when McCartney left a voice mail message for some 42,000 employees worldwide, telling them how pleased he was to be joining up with the company.

  • From Boardroom to Bonanza

    The kudos keep rolling in for Pontiac’s star turn on The Apprentice. It has netted an EMMA, an Interactive Marketing Award and a PRO Award (all from PROMO), plus an MAA Globe and the PMA’s Super Reggie. The April 2005 integration of the then-new car went far beyond the challenge posed to the competing Trumpites. The real power was in what happened as the end credits began rolling.

  • The Five Tools Necessary for Playing Retail Hardball

    Consumer products manufacturers who seek distribution at hypermarkets, big-box, or club stores would be well advised to become big-league hardball players, because every day a new megastore opens somewhere in America