Gold Winner Thumbprint Apopka, Florida Objective: The goal was to show clients and top prospects how they could engage with their audiences in new ways in 2021. The concept was simple: Give people an opportunity to punch out 2020 while inspiring them to come out swinging in 2021. Strategy And Execution: The distributor worked with its creative partners to develop an augmented reality game in which players could hit a swinging punching bag until it exploded. The 190 targeted recipients also received a custom gift box containing boxing gloves, a custom journal and a t-shirt. The boxing gloves and journal connected to the AR game via a QR code and NFC, respectively. A themed landing page and a month-long social media campaign also supported the program. By combining interactive branded products with an online experience, the company demonstrated how it helps customers command the attention of their audiences. To build excitement for the campaign after the gift boxes had been shipped, the company also created a New Year’s Eve teaser video and released social media posts. These included a “2020 walkout” song playlist on Apple Music, Spotify and YouTube, a QR code linking to the 2020 Knockout game, an engagement blog post, an inspirational movie list, a video of the boxing gloves in action, screenshots of customer feedback and a t-shirt giveaway contest. Results: This campaign was an incredible success with a return on investment of more than four times the cost. Silver Winner Brandivate Hendersonville, Tennessee Objective: To launch a business services company’s new brand and drive business during the global pandemic, the company enlisted a small group of trusted industry influencers, provided them with carefully selected promo products and asked them to share on social media. Strategy & Execution: A select group of 25 industry influencers were asked to be brand advocates for a week. Their charge was simple: share on social media each of the promo products sent to them. Memorable, high-quality products were selected, decorated, packaged and shipped, including a t-shirt, pen, metal “membership” card, coaster, can cooler and whiskey stones. Results: While the campaign was thoughtful, purposeful and intentional, the organizers couldn’t have predicted the overwhelming response: friendly competition, videos going viral and the FOMO from others. Overall, 12 new business appointments were set and seven new clients were added for a total combined revenue of $28,000. FEATURE | PPAI Pyramid Awards: Marketing 32 | APRIL 2022 |
RkJQdWJsaXNoZXIy NzU4OQ==