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Posts Tagged "campaign"

A self-hosted mini-promotion can be very beneficial and works great at building and engaging the brand’s social community. For example, if you have a little extra product lying around and want to turn it into a positive image branding campaign that promotes customer appreciation – it is probably not efficient idea to create a full-blown marketing campaign.  After all, we only wanted to engage the consumer audience and build image branding while showcasing customer appreciation – not lose money gaining approval and consulting legal with rules that cost more than the prize. 

When creating a new campaign online, there are several steps that can be easily missed when rushing toward a fast-approaching deadline. Often, some of the steps which are easy to forget are requirements by the FTC. When creating a campaign that will award a significant prize value it is very important that you consult proper legal help and make sure all of your bases are covered in very precise and specific ‘rules’. Some states even require you to register your promotion officially if the combined prize value is over $5,000. For more help and information on sweepstakes rules take a look at http://www.fredlaw.com/articles/marketing/mark_0310_srb.html.

Now, I am not a lawyer, and in no way should this replace or suffice as proper legal representation.  You definitely need to clearly define and post the rules of your promotion.  Even if you you weren’t regulated to do so, you would still want to avoid the pain, confusion and sweat that comes without having clearly defined rules, trust me.  If you can afford it, consult your legal department to draft specific rules for every campaign give-away – it’s just a safe thing to do.  However, if you can’t or do not have the time, this easy-to-follow, 15-item checklist will help ensure your campaign meets all the basic requirements without missing any of the promotional opportunities that help make these online mini-promotions so successful and worthwhile. 

Did I miss anything or do you have a trick up your sleeve which you feel works better?  If so, make sure to let me know so I can update my approach.  Since we live in an ever-changing society, so must my procedures! 

@AnthonyCerreta

Posted via email from ntho: anthony cerreta

Johnsonville Sausages – America’s favorite bratwurst, Italian sausage, breakfast sausage and smoked sausage – sought an online interactive solution to kickoff the 2009 summer grilling season. With a strong, previously established supporting audience offline, it was important to make our technological online-savvy initiatives very user-friendly.

As Senior Interactive Producer for matrixx, we came up with the CreateYourOwnVille.com website. By visiting Johnsonville’s CreateYourOwnVille.com website, users are able to register and create their own ‘Ville’ for the chance to win great summer grill packages. In addition users can also submit their VILLE for a grand prize $10,000 and a chance to have their VILLE become the next Johnsonville national print ad.

Johnsonville ___villeCreateYourOwnVille.com

Upon creation a user’s photo is submitted to the interactive gallery and map for their peers to vote on. The top 5 VILLE’s of each category will be submitted to Johnsonville Executives who decide the final VILLE which will be become the next national Johnsonville ad and receive the $10,000 cash prize. Curious who won?

As Senior Interactive Producer I was responsible for creating the initial campaign concepts, determining the interactive elements, drafting the initial sitemap and budgeting the entire campaign. Additionally I was involved in the creative phone brainstorming sessions between our matrixx team and Johnsonville.

Get the flash player here: http://www.adobe.com/flashplayer

NOTE: These were pre-campaign examples only – not actual user generated “VILLES”

After getting the go ahead I was excited to work with the uber creative and innovative Tech by Design and their initial design and flow. I pulled ideas from the official Johnsonville.com website created by Tech by Design as well as my interests in cognitive psychology to create the campaign website’s sitemap and lead the team through the planning of all the technical aspects to furthered user engagement and enjoyment.

I worked with the brilliant Kelly McCallion to manage our innovative creative team responsible for seeding the campaign and acting as brand ambassadors for Johnsonville’s CreateYourOwnVille.com website, the newly created Johnsonville blog, the Johnsonville branded social networks. The brand ambassadors were also responsible for answering consumer feedback, approving/denying each user uploaded photo and collecting and analyzing the underlying analytics to map offline consumers trends and practices and much, much more. Additionally, I was also responsible for managing the online banner ad creation process and monitoring the campaign’s online ads and adwords.

Another cool interactive feature we implemented was an instant win element via mobile “text-in”. After seeing one of many Johnsonville Mobile Ads distributed across the nation, viewers were encouraged to ‘text-in’ for their chance to win one of many instant-win prizes or even the grand ‘text-in’ prize – an ultimate block party with the Big Taste Grill! (Quite possibly the best block party your neighborhood has ever seen!)

Johnsonville’s ‘Big Taste Grill’ was one of the many mobile-branded assets that traveled across the nation to some of the hottest spots of summer such as the AVP Pro Tour here in Huntington Beach, CA. The mobile campaign ads ran during the Create Your Own Ville promotion and also encouraged texters to ‘Create Their Own Ville’ at Create Your Own Ville.com. Thousands of mobile phone users texted in to win one of many cool prizes like Johnsonville t-shirts, aprons, coupons or free game-play at Sim Dynasty, home of online fantasy simulation baseball.

Get the flash player here: http://www.adobe.com/flashplayer


The campaign was also promoted and advertised using several traditional marketing channels including television and print (magazine, newspaper & direct mail).

Get the flash player here: http://www.adobe.com/flashplayer

Billboards were also strategically placed across the nation to advertise the campaign.

Get the flash player here: http://www.adobe.com/flashplayer

Overall the campaign has been a huge success generating millions of page views and deep brand engagements. Thousands of user generated ‘Villes’ were created, tens-of-thousands of votes were cast, tens-of-thousands of fans were connected via social networking and thousands of mobile numbers were opted-in over the few months, establishing Johnsonville consumers with deep brand engagements (on average over minutes at a time) and increasing the Johnsonville email enthusiasts club by ~100%. Additionally with the help of matrixx, the Johnsonville brand has been positively associated with Igloo Coolers and Gander Mountain through innovative prizing partnerships.

Furthermore, we were all happy to hear our efforts were globally recognized when Johnsonville CreateYourOwnville.com won a prestigious W3 award! Great job team!!

Click to Visit Brandweek’s Article about the CreateYourOwnVille Campaign.

Why-Johnsonville-Is-in-'Happyville'-with-New-Effort

Special Note: With the first initial concepts developed in July of 2008, this idea later helped establish the Schlotzsky’s Big League Clubz campaign.

The Schlotzsky’s Big League Clubz promotion has won the platinum award in the Hermes Creative Awards competition for 2009!

As Senior Interactive Producer for matrixx who produced the Schlotzsky’s Big League Clubz campaign, I couldn’t be prouder. The Hermes competition is run by the Association of Marketing & Communications Professionals and is very prestigious/honors the very best of the best creative campaigns.


BigLeagueClubz-HermesCreativeAward-PlatinumWinners
hermesawards.com

In this 14th year of the competition, over 3,700 entries were judged in 142 categories (Publications, Photography, Design, Copywriting, Marketing Collateral, etc). Other premiere brands joining Schlotzsky’s as platinum winners this year in the “Web/Electronic Media” category are Cuisinart, Hormel Foods, Lockheed Martin, Nikon, USPS and Disneyland.

To celebrate the premiere of Schlotzsky’s new Big League Clubz Sandwiches, matrixx constructed an experiential in-store and online UGC social media marketing campaign built around the spirit of america’s favorite past-time, collecting baseball cards.

When customers bought a “Big League Clubz” sandwich at any Schlotzsky’s restaurant, they received a trading card promoting the sandwiches and highlighting the elements of the sweepstakes. Each of the three trading cards featured a different Big League Clubz sandwich. Fans who collected any three trading cards could upload a creative picture of themselves and trade these pictures to the www.BigLeagueClubz.com photo gallery to receive a free, personalized “Lotz Better” mini bat courtesy of Schlotzsky’s.


Schlotzskys
BigLeagueClubz.com

As Senior Interactive Producer for matrixx I lead the creation of the campaign and budgeted, established the graphic user interface and managed a baseball themed sweepstakes with an all-inclusive trip to “See All th Stars” in St. Louis, Missouri at the same time the city hosts the 2009 all-star baseball game. In addition, I also lead the blog, blogger outreach and social network development and worked with a great team to develop the best offline marketing strategy and content.

The online campaign microsite contained many user engaging elements which includes an online baseball advergame, a downloadable Yahoo! baseball scores desktop widget, a “Draft your Friends” Facebook Application and a photo UGC element using a Flickr API key.

Additional experiential advertisements include text-in mobile subscriber lists and a campaign partnership with SimDynasty online simulation fantasy baseball.


Logos & Print Graphics

In addition I was also responsible for creating and analyzing the innovative campaign blogger outreach strategies.


Within the first 30 days of the campaign, the microsite has received thousands registrations and millions of deep brand engagements. Months after the campaign has ended, we are still seeing thousands of game loads each day.


Online Banners & Ads

My first trip to Schlotzsky’s. It was a tough decision, but the Beef ‘n Bacon Big League Clubz Sandwich was probably my favorite. (It’s the bread!)




My trip to Schlotzsky’s in Orange County, CA!

To develop social seeding efforts that compliment the newly created Dippin’ Dots Forty Below Zero club, Matrixx chose to utilize Facebook Fan Pages as our helpful platform.

As Senior Interactive Producer for matrixx, I manage a team that continues to produce engaging brand content and marketing messages to excite over 800k+ active Dippin’ Dots Facebook Page fans with promotions, give-aways, surveys and polls that further develop the brand while interacting with it’s audience.

Facebook--Official-Dippin-Dots
www.facebook.com/pages/Paducah-KY/Official-Dippin-Dots/17319970564

To celebrate the release of the Universal Studio’s Mummy: Tomb of the Emperor Dragon and further promote the Coby Electronics brand, Matrixx developed an online social networking sweepstakes which included a grand prize trip for four to Universal Studios, Hollywood.

As the Senior Interactive Producer for matrixx, I budgeted and managed the development of the campaign website and our team’s ongoing campaign social networking efforts and analytic monitoring.


men7 sweepstakes
coby-electronics.com

Positioned within many traditional media lanes including Universal Studios and MEN7 Network television advertising, this campaign generated millions of positive impressions, connections, and reviews for all brands involved.

matrixx developed an eleven week Social Media Outreach Campaign for Ameresco, one of the nation’s leading B2B ESCRO’s. Matrixx also placed Ameresco in MTV’s Planet Green starring Rock & Rap icons, Tommy Lee & Ludacris to support Ameresco’s emerging media initiatives.

As Lead Interactive Producer for matrixx I budgeted, managed and designed the Ameresco Social Outreach Campaign.


MySpace.com - Ameresco222 - 22 - Male - Framingham, Massachusetts - www.myspace.com-ameresco
myspace.com/ameresco

Outreach highlights include over 1,500 green connections that in turn provides access to over 8 million professionals.


Matrixx Case Study-Ameresco Case Study for matrixx’s Ameresco Social Media Outreach Campaign.

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