GOLD AWARD WINNERS
Ralston Foods, Inc.
Waters Molitor, Inc.
Although Chex Cereals ranked 10th in its more than 300-product
category, the company and its agency, WatersMolitor set out
to execute a promotional campaign that would create consumer
top-of-mind awareness and shed a somewhat sleepy brand image.
With its position as a family product and research showing
that Chex had strong equity in its unique square, waffle shape,
the company set out to build market share, make the brand's
image more contemporary, strengthen its position and reinforce
the brand's equity. At a time when many cereal manufacturers
were focused on price cuts, Chex wanted to create a value-added
promotion that would build equity and create a compelling
reason to purchase Chex.
The creative solution was to pack a free, non-violent CD-ROM
computer game inside every box. The game helped to position
Chex as fun for children and gave it a contemporary appeal
by taking advantage of the ever-increasing number of home
computers. The game had to be exciting so consumers would
continue to play the game and generate brand impressions.
Agency WatersMolitor created an original, interactive 3-D
computer game called Chex Quest, which was packed as a free
premium in 5.7 million boxes of Chex Cereals. By bring in
America Online as a promotional partner, the company was able
to cut production costs. The CD-ROMS carried the AOL software
and a subscription offer for 50 free hours.
Chex Quest featured five playing levels, 3-D graphics, full
animation and sound effects, putting it on par with most popular
CD-ROM action/adventure games that typically retail for $30
or more. The game was rated appropriate for all audiences
and had a skill level targeted for kids of nine and older.
Chex Quest begins with a full-screen animated movie that
sets the story line and introduces the challenge. Players
eavesdrop on a meeting of the "Intergalactic Federation
of Cereal" and learn that slimy, green aliens called
"Flemoids" have invaded the food production and
processing facilities on "Bazoik." The Flemoids
must be "zorched" back to their dimension and their
prisoners freed by the "Chex Warrior."
Promotional support included:
* A free standing coupon insert distributed nationally in
Sunday newspapers announcing the game and the AOL offer.
* A front flag on 5.7 million packages of Chex announcing
the game and directing consumers to the Chex promotional web
site for the game sequel, Chex Quest 2.
* More than 42 million public relations impressions in major
newspapers, broadcast and appropriate magazines targeting
moms, game players and computer owners.
* Thirty-second television spots announcing the CD-ROM offer.
* A web site was created to reach the online audience and
offer the free sequel that could only be played by consumers
with the original game. The site also featured game character
bios, game tips, answers to frequently asked questions and
Chex recipes and product information.
The results, including a 295 percent increase in incremental
volume over base and a 48 percent increase in volume share
from the previous year, were tremendous. Consumer feedback
was extremely enthusiastic to the game and the brand. Players
of all ages appreciated the game and there were requests for
The Chex Quest CD-ROM continued to be played by consumers
beyond the promotion period, immersing consumers in the brand
each time they play the game. In the minds of participating
consumers, Chex Cereal's image changed from old-fashioned
and stodgy to exciting, fun and modern.
Consumer Promotion over $500,000
MusicLand/Scream on Pay-Per-View
Buena Vista Television
Pay-Per-View movies generate a significant portion of revenues
for cable operators and direct-broadcast satellite systems
in addition to the studio that distributes them. The Pay-Per-View
industry generated a record $1.2 billion in 1997, with movies
ranking second only to sports.
Buena Vista Television, the Pay-Per-View distributor for
all Buena Vista Pictures and Miramax films, saw Halloween
as an opportunity to create event programming to reach PPV's
core audience of men between 18 and 34 with the movie "Scream."
Since "Scream" had just run and cable operators
do not like to schedule horror movies, Buena Vista Television
needed to create a compelling promotional event to convince
cable operators to air "Scream" on Halloween.
Finding a promotional partner to support "Scream"
was a unique challenge because of its horror roots. Looking
for a more edgy, irreverent partner targeting the same audience,
Buena Vista joined forces with the Musicland Group, consisting
of Sam Goody/Musicland, Suncoast Motion Picture Company, Media
Play and On Cue stores.It is the nation's largest specialty
retailer of prerecorded music and home video products. Musicland
was also seeking to create a branded event for Halloween to
drive that same demographic traffic into their stores.
To drive traffic to the stores and drive orders for the special
Halloween airing of "Scream," the "Scream"
Sweepstakes was launched. The grand prize was a trip for two
to Hollywood to attend the star-studded premier of "Scream
2." Consumers could pick up an entry form at any of the
1,375 Musicland Group locations.
Promotional elements included in-store "Scream"
POP elements such as banners, signs, employee name tags, "Scream"
footage on in-store monitors and "Scream" merchandise.
Media support of the campaign included cable promotional spots
instructing consumers to "Order 'Scream' on PPV and go
to Musicland to enter the 'Scream' Sweepstakes." This
provided $1 million in incremental media from 200 participating
cable operators. Media Play ran four weekly newspaper inserts
promoting the sweepstakes and the PPV airing as well as radio
spots promoting the sweepstakes. On Cue and Suncoast supported
the promotion with additional advertising and in-store flyers.
"Scream" ended 1997 as the number two Pay-Per-View
title, which is impressive since the movie ranked 11th at
the box office. It surpassed many higher theatrical-grossing
films such as "Independence Day" and "Jerry
Maguire." Based on the success of "Scream,"
Buena Vista Television is planning to re-release additional
titles on PPV in the future to continue to generate revenue
for the studio and its franchises, just as re-releasing classic
animated movies does for home video.
During the month of the "Scream" Promotion, Musicland
company-wide sales increased by 3.9 percent over the same
period in the prior year. And "Scream" was one of
Musicland's most successful pre-sell videos of the quarter.
The "Scream"/Musicland Halloween promotion is directly
credited for generating incremental revenue that made "Scream"
the number two Pay-Per-View film of the year.
Consumer Promotion Under $500,000
"Intrigue Buzz Tactics"
Frankel & Company
Out of all the divisions of General Motors, none has experienced
more change than Oldsmobile in recent years. Oldsmobile's
new direction is toward uncompromised satisfaction throughout
the ownership experience. The company's Intrigue, aimed at
import sedan buyers, was seen as an important vehicle for
executing this strategy.
The import competitors represent formidable competition,
having substantial equity with import-oriented consumers.
The Intrigue had to deliver on the promises of quality, refinement,
responsiveness, ride, handling and noise isolation that today's
import-oriented buyers expect. The model was designed to compete
in the upper mid-sedan market and be a key vehicle for the
division by accounting for up to a third of its total sales.
Buyers in this segment desire some distinctiveness in their
vehicle, are generally intrinsically motivated, research their
purchases very carefully and rely heavily on third-party endorsements
such as Consumer Reports, friends and family.
The objectives of "Intrigue Buzz Tactics," which
was implemented prior to the launch of national advertising
and promotions, were to create awareness of the Intrigue,
increase visibility, build excitement among consumers, generate
PR exposure and increase showroom traffic. Frankel created
a series of guerrilla tactics to create publicity and word-of-mouth
about the product. This included making "Experience the
Intrigue" the key strategy by bringing consumers to the
test drive and taking the Intrigue experience out of the showroom
to the consumer.
These strategies resulted in the "Compliments of Intrigue,"
"Shadow Play," "3-D Intrigue" and "Whose
Intrigue Sweepstakes." A fleet of Intrigues appeared
at various locations frequented by the target audience in
10 markets to provide "compliments" such as paying
for parking, meals, beverages, car washes, fill-ups and admission
fees. An Intrigue handout calling for a visit to the local
Olds dealer accompanied the compliments. The press was alerted
to these events, which according to consumer feedback sparked
curiosity and fostered positive perceptions of Oldsmobile.
More than 30,000 potential customers experienced the Intrigue
during the one-week promotion.
Reminiscent of the "Bat Signal" a real life "Intrigue
Signal" slide show was projected on buildings in 16 markets
by a mobile projection vehicle that drove through downtown
streets. In six markets 3-D billboards were created with an
actual Intrigue suspended on it. The billboard over the Holland
Tunnel in New York City appeared in newspapers throughout
The sweepstakes began with a promotional version of the Intrigue
"Embassy" commercial that ran in theaters in 15
markets. The commercial had no reference to the Oldsmobile
name, but did offer a shot of the logo as a hint to viewers.
Moviegoers were asked to guess what mysterious car company
had created the Intrigue. They were directed to an entry box
after the movie to answer the question and register for a
chance to win one of three Intrigues. This spot was viewed
by more than 5.5 million people with 86,000 entering the sweepstakes.
In addition to the above results, Intrigue sales volume increased
621 percent during the promotional period, the billboards
generated more than 31 million impressions, radio barter generated
over 9 million impressions, PR efforts generated 11 million
impressions and the "Shadow Play" drew 10,000 consumer
requests for information.
Consumer Promotion Over $250,000
"The Steak Market Game"
The Palm, a restaurant with locations in Manhattan, East
Hampton, Chicago and 10 other major metropolitan and resort
areas, caters specifically to an upscale lunch and dinner
business clientele. Its reputation is based primarily on the
high quality of steak it serves.
The restaurant set out to increase visit frequency among
current customers, increase its clientele, increase trials
by non-customers and work with tie-in partners that would
share the promotional costs.
Capitalizing on the bullish '90s stock market - an area of
prime interest to The Palm's target audience of upscale business
people - "The Steak Market Game" was born. The game
with all the elements of playing the market involved visit
incentives, instant win excitement and the appeal of good
odds of winning a prize. Restaurant customers could open an
account, make deposits and receive dividends as they built
their portfolios. Every customer had a personal account identified
by his or her home telephone number written on the certificate.
They could accumulate their stocks and mail them in at the
end of the promotion or deposit them when leaving the restaurant.
Customers received a random selection of three "stock
certificates" indicating a specific number of shares
of a NYSE company every time they dined. At the end of the
promotion, the customer with the highest value "steak
certificates" portfolio, based on actual prices at the
close of the New York Stock Exchange that day, won the grand
prize of $20,000.
The promotion's exposure was extended through the partnership
of American Express, Money Magazine and Seagram's. Each received
exposure on all promotional materials and helped to reinforce
the Wall Street orientation of the promotion.
"The Steak Market Game" was promoted through direct
mail, four walls, neighborhood marketing and advertising.
Restaurant customers and consumers in the Money Magazine database
received mailings with a starter gift of 10 shares of Seagram's
stock to encourage participation. The magazine announced the
promotion through a full-page ad. To further enhance the stock
market feel and excitement, all locations were provided with
an actual stock ticker tape machine.
A special "Trader's Dinner," arranged by D.J. Gorman,
for a select group of loyal customers launched the event in
each restaurant with immediate excitement and positive word-of-mouth.
Seagram's sponsored the event, which was complete with an
introduction to the game, stocks and a sampling of premier
The game increased customer visit frequency by 18.5 percent,
increased The Palm's customer database by 15 percent and increased
store sales by 8 percent compared to the previous year. This
was a significant accomplishment as previous promotions typically
generated a 2-percent increase. The objective of creating
an event that was valuable to tie-in partners was achieved,
and resulted in a contribution by the partners of more than
55 percent of the promotion's total cost.
Combining The Palm's signature product with something of
prime interest to its target audience resulted in a unique
execution of a sweepstakes promotion that stimulated the broadest
possible awareness of the restaurant and its product.
Promotion Under $250,000
Marie Callender's Mobile Marketing
CME Promotion Group
Marie Callender's is a premium line of frozen single- and
multi-serve meals and cobblers, representing approximately
$200 million sales in a market category generating $3.5 billion
in annual sales.
The line of frozen meals is based on original recipes used
by founder Marie Callender in the first Marie Callender's
restaurant in California. Brand performance had been solely
driven by trade promotion and merchandising with no advertising
and very little consumer promotion.
The Mobile Marketing Program's objectives were to build consumer
awareness and trial in new markets, support the "Unbelievably
Good Frozen Food" positioning, and increase sales. In
core markets with Marie Callender's restaurants, the goal
was to support the launch of 12 new entrees. Traditionally,
the product line performed very well in those markets with
an established restaurant.
To accomplish the objectives, a nostalgic Airstream trailer
was converted into a retro Marie Callender's Mobile Diner
to deliver restaurant-quality food to consumers in six markets
- Chicago, Milwaukee, Detroit, Grand Rapids, Pittsburgh and
New England. During a 19-week period, the two mobile diners
were used to make sell-in presentations to all key retailers
in the tour markets and deliver "home cooked" taste
samples to consumers in the fun and relaxing environment of
Product samples and high-value coupons were also distributed
during high-traffic weekend events and festivals and key retailer
locations. Coupon incentives used in the promotion ranged
from three $1 coupons in the mobile diners to ad coupons with
up to $1 off and in-store $1-off coupons.
The mobile diner promotion was supported by: in-store window
banners; point-of-sale displays and ad slicks; radio advertising;
and live-remote radio promotions.
Consumer response to the diner and samples was overwhelmingly
positive, while volume increased an average of 18 percent
and quality merchandising increased by 25 percent. The diner,
due to its success in establishing consumer awareness, has
been incorporated into a new television advertising campaign.
The mobile diner tour resulted in 100,000 consumer samples
and generated more than 700,000 total impressions. More than
100,000 coupons were distributed via the diner and in-store
By bringing to life the restaurant heritage through the retro
dinner vehicle, Marie Callender's was able to communicate
the premium nature of the brand in a fun and involving way,
while delivering quality taste samples and coupons. The diner's
relevancy to the brand heritage and its appeal with the retail
trade and consumers have caused it to take on an even more
pivotal role in the overall brand marketing. The retail trade
was extremely supportive not only of the account-specific
programs, but applauded the market-wide brand communication
it provided. Retailers supported the diner appearances with
ad features and displays.
Integrated Promotion Over $500,000
Crayola Search for True Blue Heroes
Binney & Smith
The Crayola brand name is among the few in America that is
immediately recognizable and universally evokes warm, positive
feelings by everyone. Manufactured by Binney & Smith since
1903, the product's primary goal has been bringing color,
excitement and imagination into children's lives.
The brand enjoys high awareness with strong kid and mom appeal,
but found it was vying for kid's leisure time with other product
lines such as video games, action figures and computers. The
amount of time kids color per day had not decreased, but the
company wanted to ensure that Crayola products remained relevant.
The promotion objectives were to drive significant incremental
core product sales, maximize consumer takeaway of Crayola
products, generate high levels of retailer support and create
top-of-mind awareness of the Crayola brand.
To accomplish these goals, eight new crayon colors were introduced
to add excitement and news to the 64- and 96-crayon packages.
These crayons were developed to eventually create a 120-count
"Giant Chest" of crayons to be introduced in 1998.
The colors, featuring the generic labels of "color 1"
through "color 8," were placed in promotional Crayola
"Search for True Blue Heroes" boxes.
The "Search for True Blue Heroes" solicited kids'
nominations of their heroes. They could nominate their hero
by drawing a picture, writing an essay and dedicating one
of the eight new colors to their hero. To drive consumer participation,
Crayola for the first time in history allowed winners in the
promotion to have their personal names printed on the new
crayon colors as the actual color names. The eight heroes,
the children that nominated them and their guests received
trips to the Crayola factory for an induction ceremony into
the Crayola Hall of Fame. One of the eight heroes was selected
the Ultimate True Blue Hero and Crayola donated $10,000 to
the winner's favorite charity.
To further enhance the program, Crayola created a mail-in
offer where consumers could order a crayon with their name
and their hero's name on it. Publicity campaigns surrounded
the search kick-off event, the introduction of the new colors
and the winners' ceremony. The only paid advertising was a
one-page ad about the event and mail-in offer that appeared
in Crayola Kids Magazine, published by Meredith Publishing.
The magazine provided editorial coverage of the promotion
and devoted a section to the winners.
Additionally, a display program, special incremental product
and merchandising opportunities, a sales force incentive contest
and trade excitement incentives were used to support the promotion.
A special limited-edition Crayola True Blue Heroes tin was
created, which was only provided for consumer sale to those
outlets that promoted and featured the contest. The contest
and the winners were also highlighted on the Crayola web site.
The promotion was a great success for Crayola, posting a
12-percent increase in factory shipments of 64- and 96-count
packages and a 6-percent increase in sell through. Sales exceeded
the $1 million incremental core crayon product sales goal.
The promotion also achieved a 47-percent increase in gross
media impressions with more than 220 million.
This campaign connected brand equity, program theme and business
results extremely well. Crayola created an ownable event that
linked its key equity elements: color, fun, kids, creativity
and "good for you," while bringing an integrated
marketing program to the consumer.
Promotion Under $500,000
"I Found Your Wallet"
SmartSpiffs is a new interactive marketing system from PHONEWORKS
that provides marketers with turnkey solutions for loyalty
and continuity objectives. SmartSpiffs solutions now support
the marketing efforts of several national brands such as Coca-Cola,
Gerber and JC Penney.
Positioned as a "better mousetrap," SmartSpiffs
competes with all the traditional promotional tools as well
as the other "better mousetraps" available. One
of the marketing challenges for the high-tech-powered tool
is that live multi-media presentations are the only practical
means for showing off SmartSpiffs. And heads of top sales
promotion agencies are extremely difficult to reach.
To cut through the screening and insulation surrounding the
agency head, SmartSpiffs targeted the leaders of 100 top sales
promotion agencies with the goal of securing presentation
PHONEWORKS used a unique and innovative strategy to get through
to the agency heads. FedEx overnight packages were sent to
the agency heads containing a bulging leather wallet bound
by a rubber band. A note, on torn piece of paper, is attached
that reads: "I found your wallet! I'll call tomorrow
to make sure you got it. Kathy."
The wallet makes it through to the boss, who is intrigued
and, of course, checks to confirm that his or her wallet is
in fact not missing. Upon opening the wallet, the boss finds
an ID card with his name and business address, snapshots of
people he doesn't recognize, three $1 bills and an ATM receipt
for recent withdrawal. There's a "to do" list scrawled
on the back of the ATM receipt with a reminder to find out
about SmartSpiffs. Further exploration of the wallet yields
a "while you were out slip" from "Kathy"
of PHONEWORKS wanting to set up a SmartSpiffs capabilities
presentation. There is also Kathy's business card, a matchbook
with SmartSpiffs 800-number scribbled on it and several SmartSpiff
award certificates from campaigns run by Minute Maid, Jack
Daniel's, Media Play and others. A Wall Street Journal-style
article raving about SmartSpiffs, a flier describing new applications
for the product and a real lottery ticket are also included.
The result: 16 agency heads called on their own to find out
more about SmartSpiffs and 63 presentations were scheduled
overall. Dozens of agency heads praised the promotion's originality.
The promotion also generated $14 million in quotations submitted
with $2.5 million in closed business to date.
"I Found Your Wallet" rapidly established the SmartSpiffs
brand as more than 60 percent of the promotion industry's
top agencies were introduced to the product and began advocating
it to their own clients.
The Cartoon Network, a 24-hour, all cartoon cable television
network, was seeking to promote the "Real Adventures
of Jonny Quest," a remake of the 1960s prime time series.
The new Jonny Quest combines the best of the classic series
- global adventures, cutting-edge technology and team work
- and updates it to the '90s as a mystery-adventure featuring
teenagers. The Cartoon Network's core audience is kids between
two and 11, but as they grow into tweens it becomes difficult
to keep their interest in cartoon programming. The "Real
Adventures of Jonny Quest" was created to have broad
appeal with viewers, especially the older kid demographic
because of the real themes. However, the show had been slow
in building consistent ratings and many tweens had not sampled
The promotion objectives were to increase viewing interest
in the show and to maximize viewership among kids between
nine and 14 by creating a fantasy promotion, the "QuestWorld
Adventure." The contest gave 19 kids (10 from the U.S.)
the chance to be flown to an undisclosed destination to join
forces to carry out a top secret Quest mission. Additional
prizes included QuestWorld adventure gear, complete with backpack,
flashlight/siren, travel journal, pen, glow sticks and a T-shirt.
In addition to the U.S. contest, the network's Latin American
and Asia divisions also participated in the promotion.
To drive viewership, entrants were asked to tune in to all
new episodes of Jonny Quest between Feb. 10 and 14. Entry
required viewers to watch an episode, write down the destination
the Quest Team was traveling to and mail it in to the "QuestWorld
The contest was promoted by more than 200 spots on the Cartoon
Network, full-page print ads in publications serving the target
demographic, radio commercials and merchandise giveaways on
the Kids Star Radio Network in four key markets.
A cable operator contest was created to generate additional
local cross channel spots encouraging kids to "watch
the Cartoon Network to try out for the mission." The
174 participating cable operators generated more than 34,000
cross channel spots. Other support included tune-in promos
in 130 WB stores and the QuestWorld web site.
All correspondence to the winners perpetuated the fantasy
that this was a real Quest adventure including mission briefings,
top-secret itinerary and Quest Team credentials. Press kits
were sent to the media in the winner's hometowns. A film crew
documented the "QuestWorld Adventure" for on-air
promos and merchandising to future sponsors and cable operators.
The adventure took place in Jamaica and required the winners
to work together to solve a mystery as they explored the island.
The U.S. portion of the event received more than 50,000 entries
during the five-day promotion. The average age of the respondents
was 10 and ratings among the key target audience increased
by 100 percent during the promotion. QuestWorld web site visits
increased by 300 percent during the promotion. Cable affiliate
participation generated more than $3.4 million in incremental
cross channel media support.
This promotion captured the imagination of the Cartoon Network's
older viewers and completely exploited the essence of the
"Real Adventures of Jonny Quest." The high level
of interaction in the promotion increased interest in the
program, deepened the network's relationship with its viewers
and served to build the Cartoon Network brand worldwide.
Or Global Promotion