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PROMOTION

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CONNECTING WITH TEEN GUYS AT THEIR CORE GUYNESS

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BALL PARK SPONSORSHIP ACTIVATION [ HUNGER FOR CHALLENGE MOUNTAIN DEW AST EXPERIENTIAL EVENT ]
CONTEXT Hot dogs historically marketed to moms. Brand disrupted category by directly targeting largest consumer segment (teen guys). Charged with developing a program to engage target, reinforce new “Hunger Gets What Hunger Wants” advertising, increase HH penetration and purchase frequency, create awareness, establish a cool factor, relevance, preference, capture data, start a conversation, and turn guys into Ball Park “sales associates” with their moms and friends (increasing the number of moms honoring teens “buy Ball Park” requests. STRATEGY Create an umbrella program with a series of promotions tapping into guys “competitive” nature and associate hunger for action sports, playing video games, riding bad-ass amusement park rides, and attending concerts, with hunger for Ball Park Franks. Partner with teen-fav products/companies to create a cool cache. In addition to Mountain Dew AST promotion, series included : Six Flags Official Hot Dog entitlement sponsorship (Hunger Wants to Ride the Five Challenge and Hunger Wants It Loud weekend concerts), and Nintendo (Hunger Wants to Play Video Games and Win Prizes).

EVENT TENT

BUNGEE RUN HOT DOG FOR PRIZES

[ OUTCOME ]
Cited by Tour management as a best-in-class example of a new sponsor activation, drawing 21,000 teen guys.

MECHANICAL ARM WRESTLING HIGH STRIKER CROSS-PLATFORMS: BANNER ADS ON TEEN GUY RELEVANT SITES, AST WEBSITE, AST ONSITE, ON-PACK SWEEPS; IN-MARKET EVENTS IN AST TOUR CITIES, CELEBRITY BIKER SPOKESPERSON MIKE SPINNER) MEET AND GREETS

FREE PICTURE DIGITAL WALLPAPER POST EVENT DOWNLOAD

VIEW http://sweissportfolio.com/38580/ball-park-franks-promotion/
* Promotion includes: Sports/Entertainment Activation, Experiential/Events, Sweeps, Contests, Loyalty

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

PROMOTION
T! A E GO MCLUB FAN

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CREATING A TOTAL MEAT LOVER’S BRAND EXPERIENCE

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HILLSHIRE FARM LOYALTY PROMOTION [ GO MEAT! FAN CLUB ]
CONTEXT Client wanted a promotional program targeted against high meat-lovers indexing HH, leveraging Hillshire Farm’s distinct new “Go Meat” branding campaign, celebrating the love of meat and those who love it,. Objectives: increase HF heavy-user core Brand Fan purchase frequency and cross-product line purchases, convert heavy category users who occasionally purchase HF to brand fans. STRATEGY Create a total brand experience intersecting the target’s love of meat with their lifestyle interests (e.g., living, breathing, eating meat and associate with HF grilling, tailgating , entertaining for NFL games/ NASCAR races and RVing); incorporate tactics that engage, reward, teach and entertain shoppers and provide a vehicle for retailer partnerships. CONCEPT Fans of everything meaty (mom and her family) will discover the meatiest place on the planet - the Go Meat! Fan Club. There’s never been anything like it! As a member, HF will hook her up with everything they’re hungry for - meat and more. The club will deliver meaty values, Incentives, and quirky (like the advertising) non-stop entertainment - all designed to bring ‘em back again and again.

[ OUTCOME ] Client approved the budget and authorized proceeding with detailed program and creative development.
CROSS-PLATFORMS: PRINT ADS, BANNER ADS ON FOODIE, ABC FAMILY, LIFETIME WEBSITES, FACEBOOK PAGE; EXCLUSIVE GO MEAT! FAN CLUB ONLINE CONTENT; WEEKLY/SEASONAL NATIONAL/RETAILER EMAIL BLAST; QUARTERLY ENROLLMENT SWEEPSTAKES WITH FREE PREMIUM

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

PROMOTION

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HELPING CREATE AN INDUSTRY-CHANGING MUSIC PHENOMENON
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PEPSI UNDER THE CAP INSTANT WIN GAME [ 1 IN 3 WINS ITUNES ]
CONTEXT Every six months Pepsi’s promotional agency, Tracy Locke, via its Concept and Sponsorship Group created and presented, The Pop Shot Report, a snap shot of what’s about to be HIP, HOT AND HAPPENING, with a focus on music and movies which is Pepsi’s marketing platform,. The report identified an opportunity to partner with iTunes, which had launched in April ‘03. W While the service had only sold 30,000 songs to date, it was predicted to change the music industry providing a win/win opportunity for Pepsi part of a next gen entertainment platform) and iTunes (who needed the awareness push to website). STRATEGY Create an UTC instant-win game, with high-odds of winning and use Pepsi music artists to drive awareness and retailer participation. CONCEPT 100 Million iTunes prizes with 1 in 3 wins; every download is an entry in a sweeps for mini iPods.

nes INS iTu HREE W T IN E ON

ONE IN THRE

E WINS iTun es

[ OUTCOME ]
Grocery and Convenience sales increased +25% 1st Q 2005

TIMES SQUARE BILLBOARD CROSS-PLATFORMS: SUPER BOWL TV SPOT, PRINT ADS, APPLE AND PEPSI WEBSITES ANNOUNCEMENTS, FSIs, DISPLAY KIOSKS, POS, ON-PACK

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4

PROMOTION

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CONNECTING WITH JOHN MAYER LOVERS ON SOCIAL MEDIA

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BLACKBERRY MUSIC SPONSORSHIP ACTIVATION [ LIFE ON BLACKBERRY JOHN MAYER ‘08 TOUR SOCIAL CONTENT, SWEEPSTAKES ]
CONTEXT John Mayer is an avid BlackBerry fan, as evidenced in numerous paparazzi photos, with his BlackBerry in hand. John fit The brand’s new global “Life On BlackBerry” GEN Y and Younger GEN X “DOER” strategic focus designed to differentiate the brand from iPhone and Android platform competition. STRATEGY Sponsor John Mayer’s Summer 2008 Tour to connect with GEN Y/X target. Tap into their passion/interest in music and highly-valued entrepreneurial spirit, providing a platform to illustrate how BlackBerry enables a DO LIFE, via JM personal, on-the-road tour posts, with both business (music/clothes line) and social conversations.

LIFE ON BLACKBERRY TOUR JM FACEBOOK POST SERIES LIFE ON BLACKBERRY TOUR , FACEBOOK POST SERIES AND SWEEPS TOUR PRINT AD

CROSS-PLATFORMS: PRINT AD, SOCIAL CONTENT (JM POSTS AND FACEBOOK PAGE), FACEBOOK SWEEPSTAKES, BLACKBERRY VIP CONCERT SECTION AND CONCERT SIGNAGE

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4

PROMOTION [

BUILDING JIM BEAM BRANDS NATIONAL ACCOUNT SALES WITH ENGAGING, INTERACTIVE AND FUN PROGRAMS, FEATURING THEMED DRINKS/FOOD, GWP, GAMES, SWEEPS

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VALENTINES DAY: Love Rocks, Love On The Rocks

FOOTBALL SEASON: Red Stag Zone

MARDI GRAS: Mischieve Mardi Gras

ST. PATRICK'S DAY: The Leprechaun Or Leprecant 30-day Challenge

JULY 4: Here’s to Red White and Blue

HOLIDAYS Naughty or Nice

CROSS-PLATFORMS: ACCOUNT EBLASTS; RETAILER POSTERS, TABLE-TENTS AND DECORATION KITS

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
4 CREATIVESALVATION

PROMOTION

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BUILDING LOYALTY BY GIVING THEM MORE OF WHAT THEY NEED
HOME DEPOT REVAMPED REWARDS PROGRAM [ EMAIL AND DIRECT MAIL DATA-DRIVEN LOYALTY CAMPAIGN ]
CONTEXT New agency charged with revamping and execution loyalty rewards program to improve new member enrollment, increase member frequency of store visit and basket ring, with a bi-monthly, multi-target, multi-messaging/images campaign. STRATEGY Create program that delivers Professional segments more profit per job via more savings vs the competition. Plus bonus savings on select seasonal items. Plus an exclusive, value-add package of services that get them in/out of the store faster (e.g., Pro-only parking lane at store entrances, Pro-only check-out lanes, and Pro-only call/email ahead personal shopper). CREATIVE Reinforce look/feel and tone/manner of advertising campaign.

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PAINTER PRO REWARDS JOIN UP EMAIL:

GENERAL CONTRACTOR PRO REWARDS MEMBER EMAIL

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Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION