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FEATURE
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Top Promotions
Distributor
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Progressive
Promotions, Inc.
Type of client:
Creative Agency
Target audience:
7,000
Chicago Blackhawks fans
Timing:
Items went on sale in
December 2015 in Chicago
Other media used:
Web, video on NHL site
Program’s primary objective:
To raise
funds for the Chicago Blackhawks charities
Total cost (including promotional
products, media, printing,
packaging, etc.):
$220,000
Strategy and execution:
The agency tasked
us with creating a commemorative item for
the Chicago Blackhawks in honor of their
2015 Stanley Cup win. Part of the challenge
was to create a piece that would be durable,
high-end and would hold an ounce of the
melted ice on which the team won the cup.
We designed and produced two different
designs: 1. A vial with ice melt that lights
up and 2. An acrylic ice cube with ice melt,
both branded with the Blackhawks logo.
Each commemorative item came in a special
box and was accompanied by printed
collateral that verified the authenticity of the
vial or cube and its contents.
Results:
The commemorative items were
sold out within one week. Additional units
would have been produced had there
been more ice melt. The project came in
significantly under budget in all aspects
of the program (merchandise, water
transport, domestic fulfillment and freight).
Distributor
|
Sunrise Identity
Type of client:
Telecommunications
Target audience:
40,000 retail associates
Other media:
Program’s primary objective:
To educate
retail associates and create excitement
around a new device that would be launching
soon. The secondary objective was to engage
the associates in social media.
Total cost (including promotional products,
media, printing, packaging, etc.):
$298,000
Strategy and execution:
The company’s new
smartphone was about to hit retail shelves
and the company wanted to promote sales
by creating an interactive multi-day contest.
The solution was to create a sleek, matte-
black-with-foil advent calendar-style box.
Each day retail associates would open the
corresponding compartment, which called
out a specific key feature of the device and
revealed a daily prize. Prizes included candy,
screen cleaners and light-up badges, all
branded with the phone’s logo. The kits also
included a fun, photo booth-style selfie stick
kit. Associates were encouraged to pose with
the kit’s contents and use a hashtag to be
entered to win additional prizes.
Results:
The hashtag created more than
160,000 impressions on Twitter, and the
retailer sold out of the majority of the colors
that the new device came in. The phone
has been the best device launch yet in
this retailer’s stores, and employees were
extremely excited about the kit.
Karen Friedland
of Progressive
Promotions on the
difficulty factor:
“We had to
figure out a
way to get
the home
ice melt all
the way to
California
and create
a piece that
could hold
a certain
amount of
it. We had to
manage the
amount of ice
melt because
we had to
make all the
pieces—7,000
of one style,
2,500 of
another. And
our biggest
concern was
running out
of material
to fill them.”
Employee Incentive Programs
Consumer Programs
30
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MARCH 2017
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