New Kodak Campaign Targets 'Tween' Girls
Beginning with this year’s back-to-school season, Eastman Kodak will focus on teenage girls with a multi-million-dollar marketing campaign that supports Kodak Max one-time-use cameras. The youth marketing program, which includes advertising and promotional activities, is intended to make the taking and sharing of pictures a "must" in teen social life. Portable and durable Kodak Max one-time-use cameras are a perfect match for teens’ picture-taking needs.
Developed with Saatchi & Saatchi Kid Connections, the campaign concentrates on "tween" girls, who are between 9 and 15 years of age. Kodak views tween girls as the most lucrative group within Generation Y. Our goal is to make Kodak Max one-time-use cameras a must-have accessory by showing how cool it is to take pictures," said Dave Hardie, V.P., Marketing, Kodak.
Dodge & Universal Studios Run Mktg. Program
Dodge and Universal Studios have joined forces for a major relationship marketing effort. Inside Universal Studios’ new theme park in Orlando, FL, Dodge will showcase 13 different displays and 41 Dodge vehicles.
The alliance between Dodge and Universal provides for unique licensing and merchandising opportunities for Dodge to build on the entertainment value of Universal’s properties. These include a first-look at marketing tie-ins with motion pictures; an exclusive automotive partnership with animalhouse.com, the web site for young adults; and the use of Universal characters through advertising and p.o.p. displays
Sega Launches Mobile Assault Tour
Sega of America is deploying its new gaming machine, Sega Dreamcast, on a nationwide "Sega Dreamcast Mobile Assault Tour." The 22-week "Sega Dreamcast Mobile Assault Tour" hits more than 200 high-traffic locations in major U.S. cities. The tour vehicles "assault" all the senses, from their massive size, military design and high-performance sound systems, to the 16 Sega Dreamcast demonstration units available.
Partnering with Sega on the tour is IGN.com, the leading Internet destination for games and entertainment information. IGN.com will host the "Sega Dreamcast Championships" game competition, giving contestants a chance to compete in the championship round for $15,000.
Peter Moore, Sr. V.P., Marketing, Sega, said, "This tour gives us a chance to reach the hard-core
gamer while casting our net over the mass market target to cut into our competitors’ customer base". The Mobile Assault Tour is part of a $100 million Sega Dreamcast marketing campaign.
Millennium Holiday Ornament Catches On
Sterling Promotional Corp., in conjuction with Dick Clark Productions, offers a Millennium New Year holiday ornament of Dick Clark counting down to the Millennium, as a unique premium or promotional item.
This Special Edition Holiday Ornament not only features "Mr. New Year’s Eve" counting down, it includes a sound bite of Kool & The Gang singing "Celebrate". When buttons are pressed, the ball falls, lights twinkle and Dick Clark’s voice counts down.
For more information on this line of musical ornaments for Millenium themed promotions, contact Sterling Promotional Corp., 2 Gannett Drive, White Plains, NY 10604; (Tel.) 914-694-6500; (Fax) 914-694-2070; (Web Site) www.sterlingpromo.com; (E-Mail) L.F.sterling@worldnet.att.net.
Dab Fragrance Sampling Introduced
Dab fragrance sampling has been introduced by Alan Wolan, developer of GoCARD postcard racks. Wall-mounted dab perfume dispensers have been installed in the restrooms of over 450 upscale restaurants and bars throughout New York City. When the button on the dispenser is pressed, a single application of fragrance is released in a fine mist.
The dab Atomizer features a display window for showcasing the advertising imagery of the brand featured as well as the fragrance’s packaging. The first clients for dab Fragrance Sampling are Davidoff’s "Good Life" scent in men’s rooms and Lancaster’s "Sunwater" scent in ladies’ rooms.
Unlike traditional scent strips in magazines that enable consumers to merely smell the fragrance, the dab allows them to "test drive" the fragrance to see if it works for them.
For more information, contact dab Fragrance Sampling, 73 Spring Street, New York, NY 10012; (Tel) 212-925-7432, (Fax) 212-925-1069, (Web Site) www.dabfragrance.com.
Lighthouse Acquires Davidson Marketing
Lighthouse Holdings, Inc., Chicago, IL, has acquired Davidson Marketing, a Chicago, IL-based marketing agency specializing in consumer promotions, co-marketing, and new media.
Lighthouse Holdings, Inc., Chicago, IL, is building and integrating an international portfolio of
diversified marketing services companies, including specialists in design and brand development, promotion, database marketing, sports marketing and event management.
Valassis Names P. Wygonik As Director of Mktg.
Valassis Communications, Inc. has promoted Paula Wygonik to Director of Marketing. Most recently Manager of Marketing, Wygonik has been involved in several areas of the Company including ROP operations, international, sales service, marketing research and development and customer service.
PopStraw Introduces Pop ‘N Win
The PopStraw Co. has introduced Pop ‘N Win, which enables marketers to safely deliver prizes in beverage containers.
Inserted at the bottling/filling stage into standard aluminum and steel cans, Pop ‘N Win capsules ascend from the can when opened. The consumer opens the capsule to find instant-win prizes such as cash, coupons, etc. The capsules can be customized in shape and color.
For more information, contact The PopStraw Co., 18285 East Ten Mile Rd., Roseville, MI 48066;
(Tel) 810-773-9940.
Dr Pepper Runs 'Pick Your Kick' Football Promotion
The Dr Pepper "Pick Your Kick" fall college football promotion features an enter-to-win sweepstakes with one consumer being selected to make a field goal attempt for up to $1 million during halftime at the nationally televised Dr Pepper Big 12 Championship football game in the San Antonio, Texas Alamodome on December 4th.
The instant-win game behind the label on 20-ounce bottles features 1,000 $50.00 and 5,000 $10.00 cash prizes, 10,000 Pepper Pigskin footballs and 250,000 12-packs of Dr Pepper 12-ounce cans.
Pick Your Kick entry information can be found on specially marked Dr Pepper 12-packs, 20-ounce and 20-liter bottles and on point-of-sale materials.
Experian Announces Sampling Program
Experian, an Orange, CA-based provider of information services to the packaged goods industry, has launched a Product Sampling Program.
"The flexible nature of our Product Sampling services allows clients to control the content, execution and timing of your program to coordinate with other promotional activities, in-store merchandising or media placements," said Brian Heffler, V.P. Sales for Experian. "It provides a cost-effective approach to reaching targeted consumers and delivers measurable results."
For more information, contact Experian, at (Tel) 714-385-7325; (Web Site) www.experian.com.
Saab Appts. CMG As
Promotion Agency
Carlson Marketing Group (CMG), Minneapolis, MN, has been named the Promotions and Event Marketing agency-of-record for Saab Cars USA through the year 2000. CMG will help Saab align its promotions and event efforts with marketing communications objectives. It will develop promotions that reflect brand positioning and drive showroom traffic.
CMG’s first assignment was the grand opening event for the Saab-sponsored IMAX film "Extreme," at the Sony Theatre in New York City.
Woodchuck Runs 'Outside’ Promotion
Woodchuck Draft Cider has teamed up with Outside Magazine to run, "Pack Up & Get Outside," offering a half-price subscription to Outside, and $10 off a Woodchuck sleeping bag.
The magazine and sleeping bag offers will be touted in stores on easel cards with tear pads attached and pole toppers. On-premise, Woodchuck will also present table tents, banners, posters and dry-erase boards.
AdForce & @pos.com Partner To Serve Ads At Point-Of-Sale
AdForce, Inc., a provider of ad delivery services on the Internet, has formed an agreement with @pos.com, a provider of Internet-based electronic transaction solutions for Web-enabling the point-of-sale.
Interactive advertising banners can now appear on @pos.com’s Web-enabled interactive point-of-sale transaction computer, called iPOS TC, which features VGA-quality graphics, animation and sophisticated audio capabilities. For the first time, merchants will be able to display targeted advertising for immediate response during retail transactions. These ads will have all the interactive functionality of online banner ads, grabbing a consumers’ attention at the point-of-sale.
Aziz Valliani, CEO of @pos.com, said, "The alliance with AdForce enables a new class of targeted promotional and marketing opportunities, creating an interactive experience for consumers and providing a new medium for communicating with customers".
For more information, contact @pos.com, 500 Oakmead Parkway, Sunnyvale, CA 94086; (Tel) 408-524-4200; (Fax) 408-524-4299; (Web Site) www.atpos.com.
CDNOW & Miller Run Custom CD Promotion
CDNOW, Interscope Geffen A&M Records and Miller Genuine Draft’s MGD Music Productions, recently launched a custom CD promotion that offers consumers the ability to create a custom CD. Consumers can create the CD for $6.99 by locating codes inside Miller packages. The code directs them to CDNOW. Consumers can enter the site and choose up to 10 songs from 12 different Interscope Geffen A&M artists. CDNOW then creates the custom CD and ships it to the consumer.
"Teaming up with CDNOW offered a great opportunity for MGD to demonstrate its association with music," said Ann Stickler, Miller Genuine Draft Senior Brand Manager.
FreeRide Offers Loyalty Program
FreeRide Media (www.freeride.com), has announced a deal with The Properties Group, a marketing firm, whereby FreeRide members can use their online reward points to purchase gasoline and groceries at more than 14 major chains and 44,000 participating gas stations and supermarkets across the U.S.
AVOMEDIA Launches ‘CD Card’ In U.S.
AVOMEDIA USA, has introduced AVO-Card, a compact disk, approximately the size of a standard business card, that holds up to 27MB of content and is compatible with any mini-disk CD player.
AVO-Cards provide a convenient way to offer portable multimedia materials to consumers.
For more information, contact AVOMEDIA, 464 Old Newport Blvd., Newport Beach, CA 92663; (Tel) 949-548-6313, (Web) www.avomedia.com.
Universal Studios Runs 'Mummy' Promotion
Universal Studios is releasing "The Mummy" on home video and DVD backed by a multi-million dollar campaign, taking advantage of Halloween retail traffic. Hershey Foods and Polaroid have joined forces for a cross-promotional tie-in that includes a sweepstakes; rebate offer on Polaroid cameras; and an FSI from Hershey.
The Mummy’s Gold Sweepstakes offers consumers a chance to win a grand prize of $100,000 in gold. The entry form will be found on more than 100,000 Hershey’s displays.
Universal’s P.O.S. includes merchandisers, standees, posters, mobiles, and counter cards.
Chupa Chups Partner With ‘Buffy’ For Fall
This Halloween, Chupa Chups lollipops’ new Tongue Painters will feature images of cast members from Fox’s "Buffy The Vampire Slayer."
Greg Heanue, Brand Manager, Chupa Chups, said "This affiliation makes us even more relevant to the show’s audience."
Old Forester Promo. Celebrates Football
Brown-Forman’s Old Forester’s college football-themed promotion is designed to drive sales with exciting POS materials. On-premise, customers can try their luck in "The Forester Bowl" by flipping quarters into the stadium-shaped table tent in hopes of landing on their opponent’s side of the 50-yard line. Additional elements include posters AND T-shirts.
Off-premise, retailers can create Old Forester floor and shelf displays with football-themed case cards and shelf talkers.
Hansen’s Runs WWF Sweepstakes
Hansen’s Energy Drink is the first in-program sponsor on the World Wrestling Federation’s cable program, "RAW is WAR." The WWF’s Superstar, X-Pac will chug Hansen’s Energy during his entrance.
"The WWF is the perfect venue for Hansen’s to attract the male teen market that shops at convenience stores," said Mark Hall, Sr. V.P., Hansens Natural Corp., Corona, CA.
The promotion includes the WWF High Energy Sweepstakes, offering a trip to the WWF’s Pay-Per-View Spectacular, "The Royal Rumble".
X-Pac’s likeness will be a part of p.o.p. displays with sweepstakes entry forms.
Nantucket Nectars Promotes New Squeezed Nectars
Nantucket Nectars is supporting the launch of its new line of lemonades called Squeezed Nectars, in a promotion with Trans World Entertainment, the nation’s largest music retailer.
Through the promotion, consumers will be able to redeem five Squeezed Nectars bottlecaps to receive $2.50 off their next compact disc purchase at participating Trans World stores. P.O.P. materials will support the promotion.
Bud Light Sponsors Def Comedy Jam Tour
Bud Light is a "presenting sponsor" with the "Bud Light/Russell Simmons’ Def Comedy Jam Talent Search Showcase" for the 1999/2000 seasons. Andy Goeler, Director, Bud Light Marketing, said, "The contemporary audiences enjoying the shows match perfectly with the profile of our Bud Light drinker."
Bud Light is promoting its sponsorship with posters, banners, table tents and counter cards.
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