Sterling Promotions
Office Depot Runs NASCAR Promo.
Office Depot has launched a promotion offering customers the chance to become the “Official Small Business of NASCAR.” The winning business will have its company name featured on the No. 99 Office Depot Ford Taurus that will be driven by Carl Edward on May 7 at Darlington Raceway.
As the “Official Small Business of NASCAR,” the winner will be granted the rights to use a special logo that features the “Official Small Business of NASCAR courtesy of Office Depot” mark. The winner will also receive a $1,000 Office Depot Shopping Spree and a VIP race package, including the chance to meet Edwards, and race memorabilia.
Office Depot is supporting the promotion across multiple channels including special in-store signage and life-size Carl Edwards figures.
Through-Glass Digital Screen Attracts Buyers
Silver Beacon Media, Davenport, IA, recently placed a through-glass digital merchandising installation at Betts Auto Campus, Des Moines, IA’s dealership for Cadillac, Hummer, Jaguar, Lexus and Volvo.
The unit enables Betts Auto to project commercial messages and community service announcements to thousands of drivers daily. Betts installed the through-glass projection screen because it helps draw attention to Betts instead of other car dealerships nearby, said Lori Mooney, Betts Sales Coordinator.
3D Toyota Tacoma Image Wraps Luxor Hotel
Toyota Motor Corp. recently debuted the largest 3D Toyota Tacoma to date as part of the launch of its new brand campaign titled “Moving Forward.” Toyota enlisted the help of Michigan-based visual effects company Division X to achieve that goal.
The pinnacle element of the campaign was an image of the 2005 Toyota Tacoma wrapped on the exterior wall of Las Vegas landmark, the Luxor Hotel. Toyota wanted it to appear as if the Tacoma was breaking through the glass wall of the hotel. The 140' digital image was “shrink-wrapped” to the hotel.
Buffalo Technology Deploys ‘Smart Signs’ In Fry’s Electronics
Buffalo Technology, a provider of wireless network equipment, has deployed MediaTile’s Cellular Digital Signage solution in Fry’s Electronics stores. Buffalo Technology will deploy MediaTile “smart signs” in all their end-cap locations in Fry’s Electronics stores across the nation.
The “smart signs” from MediaTile Co., Scotts, Valley, CA, integrate three fundamental components: a flat-panel LCD or plasma display; on-board intelligence and data storage to schedule and play content; and integrated cellular-data-networking services.
“We chose the MediaTile solution because it provides us with a tremendous competitive advantage,” said Morikazu Sano, V.P., Marketing, Buffalo Technology. “We now have a virtual ‘digital salesman’ right at the shelf, telling consumers about our products. And, if we need to change or update our message, we can do so at will.”
Digital Menu Boards Drive Sales
Pepsi has partnered with Kodak and Scala to provide theatre owners with digital menu boards. Featuring 40”x16”x9” wide screen LCD displays, these hi-tech menu boards are automatically refreshed over the Internet or via satellite. The system also has the ability to adapt the menu automatically at different times of the day, and feature different menu items or pricing based on demographics of the customers that day, that week, or that hour.
Local branding of the new digital menu boards is an option as well as local control over the pricing.
For more information, contact Scala, Inc., 350 Eagleview Blvd., Exton, PA 19341; (Tel) 610-363-3350; (Web Site) www.scala.com.
Webpavement Powers Barco LED Billboard In Times Square
Clear Channel Spectacolor is using Webpavement digital signage solutions to power a new Barco LED electronic billboard spectacular. The large-format electronic billboard spectacular is the highest resolution LED billboard in Manhattan’s Times Square.
The billboard’s primary sponsor is General Motors. Lowe Worldwide, GMC’s ad agency, will produce the multimedia creative for the electronic billboard.
Mike McGraw of Clear Channel Spectacolor, said, “We chose Webpavement because the system is web-based, offers proof-of-play reporting and requires no technical script writing to schedule multimedia to electronic billboards.”
FlapMedia Offers New Advertising Medium
FlapMedia has contracted with trucking companies nationwide to use their mud flaps as an advertising medium to reinforce a brand by putting it in front of millions of drivers daily.
The type of plastic used in the manufacture of these colorful mud flaps stays cleaner than the ordinary rubber flap. Key to the FlapMedia concept is the speed that ads can be mounted and changed. It is effective for promoting events, seasonal activities, and changing products.
For more information, contact FlapMedia, (Tel) 1-877-FLAP-ADS, (Web) www.FlapMedia.com.
‘E-Z Read’ Display Is Launched
Up, Up & Display has introduced its “E-Z Read” display system that spotlights digital graphics. The easy-to-install system is designed primarily for light poles. It comprises sturdy frames and UV-laminated digital graphics.
For more information, contact Up, Up & Display, LLC, 950 N. Lemon St., Orange, CA 92867; (Tel) 800-734-9599, (Web) www.UpUpDisplay.com.
Clearly Canadian Launches ‘Vacation Under Every Cap’ Sweepstakes
Clearly Canadian Beverage Corp. has launched a national U.S. retail under-the-cap sweepstakes offering 3.4 million prizes under specially marked caps of Clearly Canadian sparkling flavored water.
The “Vacation Under Every Cap” promotion offers consumers a chance to win a grand prize all-inclusive Carnival Cruise vacation or one of seven Mexican resort vacations. Also available are 3.4 million $100 travel vouchers under specially marked caps redeemable through Odenza Marketing Group, a full service travel incentive agency.
“We view this promotion as an opportunity to reward our consumers, since every cap is a winner!” said Douglas Mason, President and CEO, Clearly Canadian Corp.
Clearly Canadian's marketing campaign for the “A Vacation Under Every Cap” promotion features point-of-sale materials including shelf talkers, cooler decals and in-store merchandising.
Coaster CD Is New On-Premise Media
Coaster CD is a new promotional drink coaster that also holds a 3 or 5 inch CD or DVD and is being distributed in bars, restaurants, lounges and other exclusive outlets.
As a combination drink coaster and CD, it contains entertainment such as music videos, video games, album releases, sports highlights and marketing information.
Said Kevin Bartanian, CEO of Intellix Media, “With Coaster CD, we will reach consumers where they are already spending money such as at restaurants, bars, lounges, etc.
For more information on Coaster CD, visit the Web Site at www.coastercd.com.
Hacker-Pschorr Runs 'Head for Pschorr'
Hacker-Pschorr will kick off “Head For Pschorr,” an on- and off-premise promotion this spring.
Branded kayaks will be available to create awareness and encourage trial of Hacker-Pschorr Weiss beer. The kayak display enhancers reflect Hacker-Pschoor’s adventurous spirit, and speak directly to the target consumer who thirsts for true experiences.
“The ‘Head For Pschoor’ promotion really leverages the brand's spirit and consumers’ desire to have real, authentic experiences,” said Mary Anschutz, Hacker-Pschoor Brand Manager for Star Brand Imports. “The Hacker-Pschoor kayaks will grab consumers’ attention while increasing recognition and trial of Hacker-Pschoor.”
Additional promotional items include a national sweepstakes entry form to win a kayak. Case card snipes will also call attention to the promotion.
Duraflame Promotion Targets NASCAR Fans
Duraflame is introducing thousands of NASCAR fans to its new line of charcoal grilling and ignition products through the Duraflame ‘Fire it Up’ promotion.
The campaign focuses product messages and sampling activities near NASCAR tracks, where fans gather to grill during race weekends. The Duraflame “BBQ Pit Stop,” a custom-wrapped 40-foot trailer, travels to NASCAR markets. At select NASCAR races, a squad of “grill reps” visit camp sites near the track, educating hungry fans about Duraflame’s new Fresh Light orange scented charcoal lighter fluid, and inviting them to sample the product. In addition, the winner of a retail promotion will be invited to the 2005 Daytona season opener and a personal meeting with race car driver Rusty Wallace.
“Our NASCAR promotion programs have provided a great platform for reaching consumers we traditionally did not market to,” said Chris Caron, V.P., Marketing, Duraflame.
This promotion was produced for Duraflame by Next Marketing, an Atlanta-based event and mobile marketing firm.
Cabbage Patch Kids Promoted At Mall Of America
The latest crop of one-of-a-kind Cabbage Patch Kids from Play Along Toys recently debuted at the 2004 Cabbage Patch Kids Family Reunion at the Mall of America in Minneapolis, MN.
A giant cabbage patch in the center of the Mall of America’s Rotunda greeted thousands who turned out for the event, co-hosted by Cabbage Patch Kids’ creator Xavier Roberts and American Idol star Paula Abdul. Many purchased new Cabbage Patch Kids for Roberts to sign.
Cabbage Patch Kids are now at retailers nationwide, including Wal-Mart, Target and KB Toys.
LouAna Foods Runs Mobile Fry Fest Sampling Promotion
LouAna Foods, the South’s oldest and original cooking oil company, founded in Opelousas, Louisiana in 1894, has launched a “Fry Fest” mobile sampling promotion featuring fried food tastes of the South.
The LouAna Fry Fest will offer free samples and traditional Southern recipes ranging from Alabama Fried Chicken to Cajun Fried Turkey and North Carolina Fried Twinkies.
“This is the ideal ‘vehicle’ to bring the LouAna message directly to consumers,” said Philip Safer, President of Vertical Marketing Network, the Tustin, CA-based sales promotion agency, which developed and implemented the Fry Fest Mobile Sampling Promotion for LouAna.
“The promotion also provides strong local retail partnership opportunities while bolstering the brand’s visual presence in its key markets,” Safer said.
Taco Bell And Pepsi Partner To Launch ‘Baja Blast’ Soft Drink
In a first-of-its-kind partnership with Pepsi, Taco Bell recently introduced Mountain Dew Baja Blast, a soft drink available exclusively at participating Taco Bell restaurants nationwide.
Mountain Dew Baja Blast, which features a Mexican-inspired tropical lime flavor, marks the first time an international beverage company and quick-service restaurant have collaborated to create a proprietary beverage specifically designed to complement the chain's menu items.
Mountain Dew Baja Blast will be supported nationally with a multi-million dollar marketing campaign including in-store point-of-purchase materials.
“Pepsi has proven to be a true strategic partner and understands our need to continue to differentiate ourselves in the marketplace,” said Greg Creed, Chief Marketing Officer, Taco Bell. “We continue to reinforce our 'Think Outside The Bun' message by offering food, and now a beverage item, that consumers can't get anywhere else.”
Morton’s Celebrates Anniverary With Largest Wine Bottle
Celebrating its 25th anniversary, Morton’s The Steakhouse commissioned what has been certified by Guiness World Records as the “World's Largest Wine Bottle.” With the capacity to hold over 173 standard bottles-the equivalent of 1200 glasses-of wine, the spectacular 4.5' tall and 4.5' around bottle, will make a coast-to-coast tour of 27 of Morton's restaurants in the U.S., celebrating the steakhouse’s 25th anniversary.
Morton’s, partnered with Beringer Vineyards to create the gigantic Bordeaux-style bottle.
Checkers Runs
Scholarship Promotion
As the official burger sponsor of the Florida Gators and Florida State Seminoles, Checkers Drive-In Restaurants, the Tampa, FL headquartered quick service restaurant chain will donate a portion of the proceeds of each Gator Combo, Seminole Combo or large Coke purchased in the state of Florida to the schools’ athletic scholarship funds, throughout the football season.
Since the promotion began, proceeds donated total $7,680 for the University of Florida and $6,870 for Florida State University.
“We are very excited about the Florida/Florida State Challenge as it stretches our relationship with the universities far beyond traditional sports sponsorships to the support of educational programs and athletic scholarships at both universities,” said Richard Turner, Vice President of Marketing at Checkers Drive-In Restaurants.
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