Promo's PRO Award Finalists 2008

#2 Best Use of Event Marketing (Five or Fewer Venues)

Detox Seattle
Agency: A Squared Group
Client: Method

To build brand awareness and generate trial around its products, Method, a maker of green cleaning and personal care items, created an
experiential campaign targeting Seattle moms and families. It recruited Method Mavens as part of an influencer program to host a private party for family and friends at the Method House, a 2,000-square-foot green house that features the latest environmentally friendly building materials and appliances. Ambassadors and their friends participated in one of two events: Organic Cooking Lessons, which offered a hands-on cooking demonstration of dishes inspired by the edible ingredients found in Method products; or Sustainable Sips, during which participants learned how to craft a well-balanced mixed drink and give their cocktails a “kick” by using organic products. To help rid Seattle of toxic chemicals, guests were also invited to bring their ordinary cleaners to the parties for proper disposal. In return, attendees received a reusable, organic cotton tote filled with Method products. In all, 98% of participants registered as new Method advocates, representing a more than 1,200% increase in Seattle advocates. What’s more, attendees dropped off nearly 1,000 pounds of flammable aerosols, toxic liquids and corrosive acids and bases. Based on the success, Method will launch similar campaigns this year in Boston, New York and Chicago.

The Meow Mix Acatemy
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods

Del Monte Foods was looking for a new way to reinforce its “Think Like a Cat” tagline for its Meow Mix brand while it raised money for animal shelters. So it sent cat lovers to school to teach them the very habits and skills their beloved pets practice everyday. The Daryl Roth Theater in New York City was converted into The Meow Mix Acatemy, where students participated in a range of interactive courses that simulated different aspects of a cat’s behavior—such as scaling a climbing wall or studying the art of catnapping by curling up in a beanbag chair. Catalogs containing class descriptions and a list of guest speakers were distributed in branded newspaper boxes to promote the weeklong event. Acatemy spokesperson Cat Cora, the star of the Food Network’s Iron Chef America, offered a cooking demonstration and prepared healthy dishes for attendees. The event drew more than 12,000 visitors. In addition, Meow Mix donated one pound of cat food to New York’s Animal Haven shelter for every person who visited the event, as well as the $3,500 it raised from Acatemy bookstore sales.

Zyrtec Spring Wonderland Dome
Agency: RedPeg Marketing
Client: McNeil Healthcare

Intent on driving awareness of its new over-the-counter allergy medicine, Zyrtec brought a taste of spring in the form of a dome to New York City in the dead of winter. The 10,000-square-foot Zyrtec Spring Wonderland Dome, set in Central Park in January, featured a welcome center, a carousel for kids, a gazebo and walking paths. Inside, visitors traveled through the “mini-city” while learning about Zyrtec and the brand’s benefits. People posed for pictures in green-screen photo booths with fun spring scenes; attended seminars offering dog training tips and gardening advice; and played interactive games with the Nintendo Wii. The campaign also included a partnership with local radio station Z-100 and Duane Reade pharmacy to offer special giveaways. Listeners who visited the dome also had a shot to win $100,000 as part of a sweepstakes. Ambassadors promoted the event by handing out 75,000 fliers before the dome’s opening. Online marketing and wilding postings also supported the campaign. The event drew more than 13,000 visitors during its four-day run.

Jeep Tag Shop
Agency: Zoom Media & Marketing
Client: Jeep

To make an impression with ski and snowboarding fans, Jeep set up a garage at three winter events to promote the brand and generate sales leads. It hosted a number of activities in the 20-foot-square structure, dubbed The Jeep Tag Shop, at the ESPN Winter X Games, in Aspen, CO, at Street Sessions in New York City, and at King of the Mountain in Sun Valley, ID. Inside, graffiti artists’ custom “tagged” Jeep gear, and visitors received autographs from some top athletes. Jeep used Bluetooth technology to send screensavers and event schedules to attendees with Bluetooth enabled phones. People were also encouraged to send text-message requests for songs to an onsite DJ. To promote its vehicles, Jeep put a Jeep Patriot and a Jeep Wrangler on display outside the garage. Ambassadors took photos of consumers driving the models and put them online, allowing consumers to claim their pictures after filling out a short survey. People who opted in for more information received a brochure on the specific vehicle they expressed interest in. The three events drew 103,000 people, with 20,000 attendees interacting with the Jeep Tag Shop. In all, 48,500 premiums were distributed. On-site surveys found 88% of participants had a positive experience.