Heineken Conducts ‘Plug Into Summer’ Promotion
Heineken is conducting a ‘Plug into Summer’ consumer initiative aimed at bringing off-the-chart music experiences from some of the hottest music artists to consumers. The program combines promotional packaging, cutting-edge brand experiences, exclusive merchandise tie-ins with partners such as Fender Guitars, and an on- and off-premise display program.
Breege Murphy, Channel Marketing Manager, Heineken USA, said, “Our blowout ‘Plug into Summer’ program has all the elements to inspire consumers to seize the moment and ‘plug in’ by creating the ultimate summer party at home through the fusion of great music, incredible fusion food suggestions and ice cold Heineken and Heineken Light beer.”
Interactive retail displays featuring light, sound and themed display enhancers, including branded guitars, iPod docking speaker with amp and lighted music towers, will create electrifying in-store music destinations.
Starkist Launches Health & Happiness Tour
StarKist is conducting a “Have You Been Starkist?” Health & Happiness Tour with celebrity chef and television personality Sandra Lee. “Getting ‘Kist is about discovering the taste and health benefits of incorporating StarKist Tuna into your everyday life. We want this tour to educate consumers about these benefits in a fun, light-hearted way,” said Joe Tuza, SVP, Marketing.
The Tour AirStream vehicle will be located at parks and grocery stores. The tour will feature: “Fish-Kiss” Photo Booth, Memory Test, Energy Test, and Product Sample and Recipe Booklet. Grand Central Marketing, New York City, is the promotion agency for the campaign.
RIDGID Teams Up With Cleveland Indians
RIDGID and the Cleveland Indians are teaming up for the 2010 and 2011 seasons to make RIDGID the Official Tool of the Cleveland Indians. Fans can enjoy themselves at the new RIDGID Jobsite Bar in Progressive Field’s market pavilion in center field. Before certain home games, RIDGID staff will be on hand to demonstrate the latest in tool technology to fans. The sponsorship agreement also includes signage, home game contests, product showcases and live radio mentions.
Augmented Reality Breakfast Game Served Up To Promote Honey Nut Cheerios
Saatchi & Saatchi NY along with digital media developer Boffswana (www.boffswana.com) are employing Unity Technologies’ augmented reality for General Mills’ Cheerios brand. The ‘Honey Nut Cheerios Honeyway Train’ augmented reality game uses the actual Cheerios cereal box -- connected via webcam -- as the game controller.
“Putting the clients’ product at the heart of the experience bridges the gap between the physical and digital,” said Robert Stock, Executive Producer, Boffswana. “We have created something unique and immersive by combining augmented reality with the easy to use power of the Unity engine.”
David Helgason, CEO of Unity Technologies, (www.unity3d.com), said, “The growing use of Unity outside of gaming confirms our prediction that ‘gamification’ is truly underway. We work very hard to make Unity as accessible as possible to people with a wide variety of skills, and we’re amazed at what creative people are doing with it. We never expected a cereal box to be used as a controller!”
LuxuryTec & N4D Bring 3D To Digital Signage
LuxuryTec, which operates The Mirror Image Digital Network, and Atlanta based N4D a provider of the stereoscopic 3D technology, have announced a partnership to provide auto stereoscopic (no glasses needed) 3D digital mirror signage across the USA in facilities including airports, major sporting venues and others.
LuxuryTec’s President, Brian Reid said, “Our strategic partnership brings a new dimension to advertising. Our captivating Mirror Image technology coupled with auto-stereoscopic 3-D will enable advertisers to literally reach out and engage every consumer.”
Clif Parker, N4D’s CEO, said, “N4D’s 20 years of perception research provides LuxuryTec with a definite edge. It also ensures that viewers of the 3D advertisements will enjoy the world’s most comfortable 3D experience.”
Aisle Sentry Offers Retail Safety System
Aisle Sentry offers a unique, patented hazard warning system designed to aid in the prevention of slip-and-fall and other aisle related accidents.
An individual Aisle Sentry unit is a self-enclosed (surface-mounted, shelf-mounted or free standing) device, which is easily activated by any employee simply by activating the concealed caution arm. The unit is not only an extremely effective warning device, but also provides eye-level, drop-in advertising space. Major product features include: Warning Signal-the current 85dB alarm (or verbal warning) is audible within 15 feet of the unit. Shelf Mounting Brackets, are designed so units can be at a consistent level throughout the aisle. The Advertising Slots are designed for easy installation and removal of in store messages.
For more information, visit www.aislesentry.com.
NY Times Launches Place-Based Network With RMG Networks
RMG Networks, Inc., (www.rmgnetworks.com), and The New York Times have launched “NYTimes.com Today,” a NYTimes.com content experience for readers on the move. This digital place-based network features the latest news, photos and videos from NYTimes.com.
The network is displayed on video screens in over 800 business district eateries in the New York, Los Angeles, Chicago, Boston, and San Francisco markets. RMG's existing digital place-based network (formerly known as 'Danoo') has been entirely re-envisioned to emulate the familiar, trusted design of NYTimes.com. Viewers can go to www.NYT2day.com on their mobile devices to receive a direct link to the NYTimes.com mobile site.
“This platform is a great opportunity to expose our brand to new audiences in a medium that is expanding,” said Murray Gaylord, VP Marketing, NYTimes.com. “This is also an innovative way to extend The Times’s brand to its large audience of business professionals in our key markets.”
Miller Coors Launches ‘Batch 19’ Pre-Prohibition Beer
Beer drinkers curious about what beer tasted like before Prohibition now have their chance to find out thanks to a recent discovery of a 91-year-old, authentic pre-Prohibition recipe by MillerCoors.
Batch 19 Pre-Prohibition Style Lager will be available on draft in limited quantities and in select locations in Chicago, San Francisco, San Jose, Washington, D.C. and Milwaukee. Batch 19 is derived from a recipe found in an old logbook discovered in brewery archives dating back before 1919, when Prohibition banned beer.
JOLT ENERGY Runs Music Promotion
JOLT ENERGY wanted to gain attention in target markets through c-store display. A promotional program was developed that utilized the product’s “safety seal” to deliver the message, which was reinforced with clings and posters.
It was touted as the first under the cap promotion in the energy category. JOLT offered a free music download with every purchase (through partner Island Def Jam Records) with a chance to win a grand prize concert experience. The promotion achieved awareness at the point of sale, drove traffic to the website and created consumer interaction with the brand. This promotion was developed by Concept One Communications, Westport, CT; (Tel) 203-221-1118; www.conceptone.com.
POWERADE Conducts First Hispanic Integrated Campaign
POWERADE will feature Guillermo “Memo” Ochoa, star goalkeeper for the Mexican National Team, in its first-ever, fully-integrated marketing campaign created exclusively for the U.S. Hispanic consumer. The POWERADE Latino campaign coincided with the 2010 FIFA World Cup in South Africa. FIFA officially designated POWERADE as “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players.”
“The POWERADE Latino campaign is part of our broader FIFA World Cup activation,” said Jose Serafin, Sr. Brand Manager, Hispanic Marketing, Coca-Cola NA.
The Spanish-language campaign in major U.S. Hispanic markets includes broadcast, print, out-of-home, online, in-store and product packaging. Memo will be the only athlete of the campaign featured throughout the World Cup. Frank Bracken, Brand Director, POWERADE, said, “Memo embodies the POWERADE brand personality; bold, confident and independent.”
Toyota Motion Simulator Offers Users An Immersive Experience
Digital Tech Frontier, (www.dtf.net), a leader in the custom development of virtual reality systems, has designed a custom virtual reality motion simulator for Toyota’s 4Runner. The Precision Motion Simulator™ is designed to allow participants to experience the unforgiving “off-road” experience of the Baja 1000.
The Baja 1000 simulator was fueled by Toyota's desire to demonstrate the impressive durability and performance of the new 4Runner. Toyota’s Precision Motion Simulator premiered at the Daytona 500 Toyota Pit Pass event. The new Toyota Precision Motion Simulator is currently making stops at 21 other races across the United States.
The three seat motion simulator presents the ultimate driver experience through the use of virtual reality, wide screen, personal, head-mounted display systems. This is the first sophisticated virtual reality motion system that physically moves and lifts the seat occupants horizontally and vertically with up to 2G’s of precise acceleration and torque to accurately simulate the Baja 1000.
ESPN Craftsman Tech Garage Goes On Tour
Craftsman, the Official Tools of NASCAR and ESPN is giving race fans a VIP NASCAR racing experience right in their own back yard with special events held in Sears stores in markets across the country. Fans will get a behind-the-scenes look at the ESPN Craftsman Tech Garage, the traveling television studio used throughout the network’s multi-platform NASCAR race coverage. Fans can experience “pit row” with complimentary vehicle inspections by a Sears Auto Center Mechanic, and have the chance to get up close with the tools trusted by NASCAR.
Kris Malkoski, V.P., Craftsman brand, said, “This tour gives fans an all-access exclusive look inside the studio and shows them the Craftsman tools that have become a trusted name among NASCAR auto enthusiasts.”
Best Buy Conducts ‘Live’ Mobile Tour
Helios Interactive Technologies (www.heliosinteractive.com) has provided 3D augmented reality technology for the multi-city 2010 “Best Buy Live”" tour. The Best Buy Live trailer will introduce consumers to the retailer’s latest products, and offer them a chance to win prizes by participating in a game -- the first augmented reality installation ever to be used in a sweepstakes. Shadowing the NASCAR circuit, the trailer will also stop at air shows, fairs, festivals and other community events. The game offers participants a chance to win a Best Buy gift card by interacting with a 3D display that features the Best Buy Racing Team's #43 car, driven by A.J. Allmendinger.
A visitor approaching the display is given a free card and when held in front of the display, an image of the #43 car appears in the center of a screen, with logos from various Best Buy brands surrounding the car. The display lets the user know if he or she is a winner. Winners receive a $10 Best Buy gift card GMR Marketing (www.gmrmarketing.com), a leading experiential marketing agency, is managing the mobile tour.
Dunkin’ Turbo Big Taste Tour Brings Dunkin’ Turbo Coffee Across America
Fans of Dunkin' Donuts packaged coffee can track down the Dunkin’ Turbo Big Taste Tour as it offers consumers free samples of the new taste of Dunkin' Turbo coffee. Dunkin' Turbo coffee is the newest variety of packaged Dunkin’ Donuts coffee, now available where groceries are sold.
Thanks to a Dunkin' Donuts branded RV that's designed to be a coffee-brewing kitchen on wheels, the Dunkin Turbo Big Taste Tour will travel to over 30 U.S. cities, offering wet and dry samples of Dunkin Turbo coffee at both large public events and local landmarks. The Dunkin’ Turbo Big Taste Tour offers various activities to engage consumers with the new Dunkin’ Donuts blend. These include: Dunkin' Turbo Wheel - Consumers can spin the Dunkin' Turbo wheel for a chance to win a variety of prizes, including a year's worth of Dunkin' Turbo packaged coffee. Big Taste Mascot - Take a picture with the Dunkin’ Donuts mug mascot. Coupon Giveaways - Tour staffers will distribute coupons for $1 off 11 oz. packages of Dunkin' Turbo coffee.
Power Bar Arch Attracts Attention At Sporting Events
Power Bar is using this 18 ft tall x 31 ft wide giant inflatable PowerBar Arch to convey PowerBar’s passion for sports, fitness and health through brand presence at multiple fitness events.
In a cost effective, fun and reusable way, the inflatable successfully established a “landmark” that creates excitement for the event and brand.
This giant inflatable arch was created for Power Bar by The Inflatable Marketplace, 1810 Gillespie Way; El Cajon, CA 92020; (Tel) 619-258-4466; (Web) www.inflatablemarketplace.com.
Corona Kicks Off Summer With ‘Pop-Up’ Beach In NYC
To kick off summer and leverage its largest promotion ever, Corona Extra and Corona Light hosted a 24-hour beach party in New York City’s Times Square. Corona brought its lifestyle to NYC and encouraged consumers to start celebrating summer by visiting the larger than life beach Times Square. This unique event kicked off Corona’s “Win a Beach Getaway” summer promotion.
The Corona “pop-up” beach boasts: 30 tons of sand spanning 2,500 sq. ft., Ocean sounds piped in via a sound system, dozens of palm trees, beach chairs, volleyball nets, and brand ambassadors taking photos of visitors in a giant 30 feet tall Corona bottle.
As part of the promotion, consumers can look inside specially marked 12-packs, 18-packs and 24-packs for a chance to find a promotional bottle. Two-thousand Corona Extra and Corona Light 12 oz. bottles will feature a special graphic wrap and a unique entry code redeemable at www.coronabeachgetaway.com for a chance to win 1 of 1,000 prizes including 100 Grand Prize trips for two to Cancun, Mexico.
Okanagan Spring Brewery Features Custom Floor Display
Okanagan Spring Brewery is using this custom shelving unit which was designed to merchandise l2 6-packs of Sleemans Cream Ale.
The unit features full side panel graphics of the bottle image as well as an acrylic “pop out” logo on the header panel.
The Sleeman Cream Ale custom Display was created by Avante Mfg., of Okanagan Falls, GC, Canada; (Tel) 250-497-5110; (Web Site) www.avante.com.
Firestarter Vodka Continues Rapid Market Expansion
Firestarter Vodka, recently introduced in Southern California, is expanding its distribution across the country. Its unique, philanthropic business approach is underscored by its proprietary program, the win-win Firefighter Appreciation Fund. Firestarter’s fund allows distributors to partner with Firestarter Spirits and give back to firefighters in their states.
“A key component of our business plan was to make a significant contribution to firefighters. Now, we are in the position to extend this outreach program, donating a percentage of sales to firefighters,” said Matt Wilkerson, VP, Firestarter Spirits.
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