Consumer Programs Gold Winner BAMKO BAMKO led a groundbreaking marketing campaign for Burger King in Brazil linked to SpongeBob SquarePants. This 360-degree integrated experience featured a themed store, special SpongeBob King Jr. combo meals and eight character minis as giveaways. With a budget of more than $2 million, the program included securing licensing rights for the SpongeBob character. The strategy drastically increased sales and foot traffic, setting records in the first week across 900 participating Brazilian stores. The themed store witnessed unprecedented lines and records sales, with children’s meal purchases soaring by over 300% and the stores themselves registering a revenue jump of approximately net 30% across all channels during the promotion period. This success stands as one of the most impactful giveaways in Burger King’s history. Silver Winner Arid Zone Arid Zone shined in its Super Bowl LVII Activation campaign for Coors, where strategic planning took center stage. Collaborating with Good Drinks Australia, Arid Zone navigated challenges in transitioning distribution rights to deliver remarkable results. The product lineup, featuring replica NFL helmets, trucker caps and jerseys, was meticulously crafted to stand out in a competitive landscape. The push, activated in 193 venues nationwide, resulted in over 105,000 schooners (Australian beer glasses) of Coors consumed. The campaign exceeded expectations with a 114% increase in venue activations and a remarkable 157% overall increase compared to 2022. The program’s gift-with-purchase aspect and visibility items increased sales, generated interest and resulted in a new local record of Coors consumed in a day – up 92%. Must Read | Client Programs 58 • MARCH 2024 • PPAI
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