THE NEED / Engage Gillette target & make the brand part of a pop culture moment.
THE IDEA / Gillette is “The Best A Man Can Get.” Superman is "The Man of Steel." Of course they belong together. But that brings up a really good question:
How Does The Man of Steel Shave?
HOW IT WORKED / We spearheaded a massive integrated campaign, got celebrities to give us their theories, and got billions of impressions.
Media drove to HowDoesHeShave.com to view celebrity theories and vote share, tweet, debate, and debunk.
For Gillette's first-ever movie marketing effort, the results were, well, super.
THE NEED / Develop a promotional platform that engages and attracts a broader audience and new sponsor interest.
THE IDEA / The SPEED DreamRide, an annual event hosted by "The Fairy Garage Mother."HOW IT WORKED / A fully-integrated consumer, affiliate and ad sales initiative anchored with a programming stunt – "Best of SPEED" marathon weekends.
Plus, we gave our adrenaline-hungry target the chance to win a prize only SPEED could deliver – 5 days at Laguna Seca Raceway driving and riding supercars, monster trucks, racing bikes, and more – with motorsport heroes like Mario Andretti, Tanner Foust and Kyle Petty.
Gentlemen, start your engines.
THE NEED / Drive awareness of Gillette's new Flexball Technology and connect with men on a global level.
THE IDEA / What would happen if Tony Stark (AKA Iron Man) took over Gillette's R&D Department?
HOW IT WORKED / We brought the Marvel Cinematic Universe int the real world. By aligning with Marvel's Avengers: Age Of Ultron, we helped Gillette tap into massive built-in awareness of the Marvel Cinematic Universe to reach men around the world. We staged a Stark Industries takeover at Gillette. We showed the world what would happen if Avengers-Inspired technology were to be used for shaving – with incredible content that generated nearly 1 billion social impressions. People went crazy over these Avengers-inspired razors (unfortunately, not available in the real world).
We executed in 30+ markets globally - with customized media and retail programs. The world was saved (and shaving may never be the same again.)
THE NEED / Give Children’s Claritin a reason to belong in the back to school shopping consideration set.
THE IDEA / Reinforce the need for allergy relief indoors and out by encouraging parents to help us create School Playgrounds.
HOW IT WORKED / Claritin partnered with kaBOOM! –
a national non-profit dedicated to saving play for America’s children.
This partnership allowed us to bring School Playgrounds front and center on our packaging, and tell a story that would work at retail and beyond.
All communications drove mom to our Facebook page, where they could choose from among 12 schools across the nation, see their stories and vote on the school they felt most deserving of a new playground.
HOW IT WORKED / Simply "like" Adam on Facebook and get fully engaged in a Man v. Food experience – including limited edition gifts with tune in, exclusive offers and prizes. PLUS, we brought the effort to life in the real world, overtaking food festivals in major metros with Adam's Inferno Wing Challenge.
THE IDEA / Star Adam Richman already had a loyal social fanbase. Our challenge was to engage with those fans and give them reasons to "Join The Nation" both online and on air.
For us, the best recognition we get is when we move the needle on our clients’ businesses. But we are very proud of the work we do, and happy to get recognition from our peers.
A few highlights:
• Mark Awards on behalf of Hallmark Channel and ESPN
• Diamond Global Sabre Award & PRWeek Campaign of The Year for Gillette/Man of Steel
• Winner of 1 Gold and 2 Silver Reggies for Gillette/Man of Steel
• Pro Award Gold Winner of Best Sponsorship/Tie-in Campaign for Gillette/Man of Steel
• Pro Award Bronze Winner of Best Use of Social/Viral Marketing for Gillette/Man of Steel
• Chief Marketer 200
HOW IT WORKED / We used the hero moment in the Cat In The Hat to demonstrate the magic (and fun, right kids?) of helping mom keep the house clean. Supported by gift-with-purchase offers, chore calendars and multiple account-specific extensions, we were able to drive record levels of display and volume for P&G.
THE NEED / Generate social media attention for Coppertone in anticipation of the summer season.
THE IDEA / Building off the most recognizable icon in Coppertone history, we helped them search for a new Little Miss Coppertone.HOW IT WORKED / Through print vehicles and social media marketing, we encouraged fans of all ages to participate in the program. Facebook "likes" for Coppertone increased 420% in just eight weeks.
THE NEED / Big Ten Network needed ratings for their new series - Big Ten Icons - touting the top athletes to ever play in the Big Ten Conference.
THE IDEA / We developed an overarching platform - capturing the concept of both the conference and the iconic players represented. They were the athletes who "Made It Big."
HOW IT WORKED / We started with a social marketing effort – that turned these icons into virtual bobbleheads. The Big Ten Bobblethon. You could go online, tap the bobblehead of your choice and help your favorite school's alumni association win a $10,000 grant. Socialized through Facebook, unique Twitter accounts and alumni-focused messaging, we got millions of interactions.
It all led to a very successful launch of the show months later - which was further supported with rich online content - a locker room full of Icon information PLUS a watch and win code to drive viewership.
THE NEED / In anticipation of spring allergy season and heavy competition, Claritin wanted to tout their non-drowsy allergy relief in a way that brought the key benefit to life.
THE IDEA / Who can't afford to be drowsy on the job? Try NASCAR driver (and real-life allergy sufferer) Carl Edwards.
HOW IT WORKED / To ensure strong display activity, we created a match and win game that put "lap times" into the hands of millions of consumers - driving them to in-store displays to see if their codes matched. Winners got something sure to keep them awake - a full-speed ride around the track with Carl himself.
THE NEED / Clarks was launching a new line - Unstructured™ - a shoe with significant advances in comfort technology. We were asked to develop the logo, language and brand voice in anticipation of the trade launch.
THE IDEA / We isolated the specific benefits of the product, identified icons that embodied those benefits, then trumped them with our product as hero.
HOW IT WORKED / With a big splash at the WSA Convention in Las Vegas, we helped Clarks garner their biggest launch ever. To quote their president, "It was the fastest acceptance of a new product I've ever witnessed."
THE NEED / Drive in-store traffic and capture sales leads during the competitive spring decorating season.
THE IDEA / What can you do with about 1,000 balloons? Give Your Home A Pick-Me-Up!
HOW IT WORKED / We tapped into the power of Disney/Pixar and the release of "Up" to engage with families in the market for new flooring. We distributed game codes that you had to match to in-store displays to see if you won a $25,000 Pick-Me-Up. Layer on special offers like Free Movie Tickets with visit, and Carpet One really saw a lift in business.
THE NEED / Keep Ghost Adventures fans engaged and amped up for the premiere of season 5.
THE IDEA / Help Ghost Adventures fanatics make and share their own mash-up music videos.HOW IT WORKED / Fans were already making their own GA tribute videos set to music. So we tapped into that behavior and gave them the chance to turn their creativity into a chance to go into “lockdown” with the GA team.
We launched a national contest to offer the incredibly enthusiastic and animated Ghost Adventures fans the opportunity to mix their own GA-inspired mashup on a custom online remixer.
The winning video was selected by show talent Zak, Nick & Aaron and announced in the premiere episode of GA.
PLUS, the winner received the ultimate fan experience – a chance to be locked down on an episode of GA!