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Top Promotions
|
FEATURE
Ash Mitchell of Sunrise
Identity talks about
the concept that was
key to this promotion:
“We wanted
to get all the
retailers engaged
and excited
about selling the
Samsung S7. We
used a seven‑day
countdown
where associates
could lift open
the custom box
each day to
reveal a certain
promotional
product. We used
a flashing badge,
some really nice
candies, cleaning
cloths and
alligator‑clip
lip balm. There
was also a
social media
component
and a hashtag
promotion.
T-Mobile ended
up being one of
the top sellers
of the S7 and
Samsung was
incredibly
excited about
how this
promotion
turned out.”
Distributor
|
Axis Promotions
Type of client:
Cable and
satellite television network whose
programming is aimed at children
and adolescents aged 8-17
Target audience:
130,000
attendees at the 2016 San
Diego Comic-Con convention
Program’s primary objective:
The
network asked us to help them create
wearable products that would support
a nostalgia theme surrounding popular
characters and TV series from the
1980s and 1990s. Our objective
was to create products that would
cut through the noise of Comic-Con
and draw attention to the client.
Total cost (including promotional
products, media, printing,
packaging, etc.):
$75,900
Strategy and execution:
The product
we chose had to serve two functions:
complement the client’s nostalgia marketing
theme and compete with the larger-than-
life nature of Comic-Con. The immersive
environment was comprised of characters
and references from the programming
block, The Splat, including three supersized
replicas of the network’s most beloved
characters and concepts. These served as
our inspiration, and we based our product
selection off their specific character traits.
We decided that wearable products would
draw attention and intrigue within our space
and throughout the convention. We created
custom, oversized tote bags and custom
foam wearables shaped like Chucky’s hair
from
The Rugrats
, and produced matching
paper eyeglasses so that attendees could
emulate the character as they walked around
the show floor. To create buzz around the
Legends of the Hidden Temple
movie release,
we created a pin that could be worn during
the show or saved as a collectors item. We
also created t-shirts for cast members.
Results:
The network’s “nostalgia” theme
drew a lot of media attention. They sold
the 1,000 t-shirts at $20 each, generating
$20,000 in profit. The products were also
featured on the network’s social media, which
generated more than 147,220 reactions.
Consumer Programs
|
MARCH 2017
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