Promo's PRO Award Finalists 2008

#21. Best Campaign on a Budget (under $250,000)

Play Ball with Kmart
Agency: 361 Experiential
Client: Kmart

Discount retailer Kmart was looking for ways to catch some attention in an environment where competitor Wal-Mart kept shouting “low prices!” and Target was pitching its hip and trendy image. The “Play Ball with Kmart” campaign focused on eight Indianapolis-area locations and tied the Indianapolis Indians baseball games directly back to Kmart. Starting in August, shoppers received a “K” card at checkout to display at an Indians game during a strikeout (The “K” is also the symbol for a strikeout). They also received a coupon for $5 off a purchase of $50 or more. In-store displays and store employees wearing Indians hats and buttons informed shoppers of two additional in-store offers: two-for-one ticket vouchers for the Aug. 29 “Kmart Night” Indians game, and free Kmart/Indians branded merchandise with the redemption of an Indians ticket stub and Kmart receipt. At each of 14 home games, Kmart brand ambassadors distributed “K” cards and coupons to attendees. In addition to standard stadium signage and jumbotron branding, a customized 20-second “K” animation whipped the crowd into a frenzy with every Indians pitcher strikeout. Stadium activity was supported by frequent PA announcements and two appearances by Kmart’s mascot, Mr. Bluelight. Kmart also partnered with two top local radio station DJs to provide live endorsement spots for the promotion, a live radio remote broadcast from a Kmart store, and exclusive on-air features/giveaways. Coupons distributed at the ballpark redeemed at 3.7%.

Inspire Change
Agency: Alcone Marketing
Client: Seeds of Change

To understand why this promotion works, you must first understand Seeds of Change. The company began selling organic seeds in 1989, and expanded to offer certified organic pasta sauces, frozen entrees, salad dressings and other food products made from organic ingredients. It wanted to boost awareness and sales in Boston, support local retailers, and get some samples into the hands of people who were likely to buy the products. It focused in on what it called the “Green Line” train that carried highly educated professionals with high household incomes to and from work. The Green Line is a play on the “Green” lifestyle and the brand’s mission. The theme of the campaign “Inspire Change” was wrapped on 10 bike pedicabs that circled through stations. Twenty-one sampling events were held at various stations across seven days. About 28,500 full-size samples were given to commuters at meal times. Another 41,000 recipe cards were handed out. Event signage, radio spots, e-mail blasts and a Web site also support the promo. The buzz caught on: Total brand sales at a major retailer increased by 69% in September – November as compared to same period in 2006, with no changes in distribution.

Stick It To Charter
Agency: BFG Communications, Inc.
Client: DIRECTV

This guerrilla campaign went after consumers in the St. Louis market likely to switch cable providers—that would be to DirecTV. The campaign decided to have some fun with DirecTV’s competitor Charter, which was losing favor with some subscribers and receiving unfavorable coverage in local newspapers. While education about the brand and benefits of subscribing was a key goal in bringing in new subscribers, this agency had another plan too. A giant 21-ft. Voodoo Doll was erected for four days at the local Oktoberfest and Rams Stadium, where people could write down their grievances with Charter and stick them to the doll. Street teams hit local streets handing out 9,000 branded fliers, 1,000 posters, 7,500 packs of gum (called “Stick it to Charter”) and 2,300 mini Voodoo Dolls. No word on what Charter thought of the promo.

TBS My Boys Crowley's Takeover
Agency: Zoom Media & Marketing
Client: Turner-TBS

This promotion literally took over local bars in New York, Chicago, Atlanta and Los Angles to promote season two of “My Boys” on TBS while re-creating a favorite watering hole featured in the comedy. The weeklong takeovers included branded barware items (napkins, glasses, table tents), signage, activities and a special happy hour. Brand reps were on-site each evening from 5 to 11 p.m. to chat with bar patrons, hand out drink tokens, play games, and inform visitors about the new season of “My Boys.” T-shirts and custom-branded makeup bags were also given out. The events were promoted near the bars by 1,000 fliers distributed to passersby and 50 posters hung around the area. Promos on local radio also got people interested. Close to 6,000 people attended the events. TV.com Critic & Viewer Ratings for the premiere and first four episodes was 8.857 out of 10.0.