Sep 22, 2008 12:31 PM

#11. Best Interactive Promotion

Take Off & Tune In
Agency: Civic Entertainment Group
Client: A&E Television, Southwest Airlines
See Category #10

Tooheys New World Record Wallabies Mosaic
Agency: Momentum Worldwide
Client: Lion Nathan Australia

To rally support for the 2007 Rugby World Cup campaign of the Wallabies, one of the most popular rugby clubs in Australia’s New South Wales, Tooheys NEW Beer and agency Momentum conceived an integrated campaign to highlight the brand’s attributes and deliver an emotional call to action. Complicating the task, Tooheys was not an official sponsor of the cup, and thus the campaign could not mention it specifically. Instead, Tooheys conceived of a drive to set a Guinness World Record for the largest digital and physical photo-mosaic, targeting not just rugby fans, but all Australian men in their 20s and 30s. Custom packaging, POS materials, outdoor ads, kiosks, print and TV spots all drove traffic to www.TooheysNewWorldRecord.com.au. Users could upload their photos from browsers, via mobile phones, and through street teams sent to register fans and take photos at pubs, local rugby games and events. Once their photos were placed in the mosaic, which was designed to be a Wallabies team portrait, each fan was sent its coordinates, allowing them to find themselves in the grid. The campaign ultimately increased awareness of Tooheys’ support for the team by 55%, 10 percentage points more than the target. The Web site got 1 million hits from 108,000 unique visitors, and while 50% of participants registered online, 37% did so from kiosks, in-bar promotions or at events—20% more than expected. And the campaign did set a photo-mosaic record: 65,412 images in a 5,670-square-foot portrait.

2007 Monopoly at McDonald’s
Agency: The Marketing Store
Client: McDonald’s

For the latest iteration of its Monopoly promotion, the quick-service chain and The Marketing Store aimed to increase sales but also wanted to overcome consumer cynicism about their chances of winning the game’s cash prizes. To remedy that, the 2007 October campaign showcased winners more dramatically than in the past—on packaging, in TV spots and in videos shown on the game Web site, www.PlayatMcD.com. Prizes were restructured from a single $5 million into four weekly prizes of $1 million, including an instant-win award the first week. The Web site, which had been revamped in 2006 to allow second-chance play, enhanced its appeal in 2007 by sending a free starter code via e-mail and traditional media, and by reconfiguring the in-store game pieces to show buyers their codes more prominently than the legal boilerplate. The site was also revamped to load faster and to showcase McDonald’s menu items appropriate to the time of day the visitor was playing the game. As a result, codes entered online posted a 226% increase over the 2006 record level. Fifty-six percent of customers receiving a free code entered it—almost triple the expected rate. The Web site drew three times the visitors achieved by any McDonald’s online campaign, including previous Monopoly games, and those visitors averaged more than 40 minutes on the site. Meanwhile, in-store sales during the campaign exceeded 2006’s already record results by 5.4%.

Degree/24
Agency: Mindshare
Client: Twentieth Century Fox Licensing & Merchandising

Twentieth Century Fox teamed with Unilever for a promotion meant to benefit both sales of the latter’s Degree for Men deodorant brand and the May sweeps ratings for the former’s hit spy-thriller show, “24.” The campaign produced high-quality original Web content and interactive online elements that let visitors step into the shoes of Jason Blaine, a rookie agent and office gofer at the Counter-Terrorism Unit offices where the show’s Jack Bauer does his super-agenting. Online audiences watched Blaine pursue menial errands that escalated into high-stakes risks and escapes with his cool intact and the coffee still hot. The Webisodes ran on a microsite created for the campaign, www.cturookie.com, where visitors could also explore the CTU offices and the desk of rookie Blaine, and were teased with both in-store displays and print, online, mobile and TV teasers that drove visitors to the Web site. The site had 1.4 million Webisode views, which held viewers for an average of more than 5 minutes on the site. Webisodes were also posted to YouTube and shared virally. The result was a year-over-year increase in audience for “24” during the May sweeps. And Degree for Men sales rose 29% due solely to the program tie-in. 

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