Sep 22, 2008 12:31 PM

#19. Best Premium-Based Promotion

Shrek The Third
Agency: Brigandi+Associates, Inc.
Client: The Kellogg Co.

Kellogg took the big, lovable Shrek character and whirled him into a mix of premium-based promotions that drove sales for the company’s cereal, frozen, toaster pastries and snacks brands. The eight campaigns played out across 35 countries and included mail-in and insert offers that featured Shrek, Donkey and Puss ’n Boots where kids could get Swamp Soccer Balls, Boogie boards, safety helmet covers, night lights, milk straws, cereal bowls with ogre ears, and talking key chains. Three games based on healthy eating were also developed that played out on the packages of 100 million cereal boxes. A bilingual promotional insert highlighted Puss ’n Boots, Shrek’s Latin sidekick. Dozens of merchandising elements were developed to support the promotions. As a result, 125,000 cereal bowls were redeemed, 85,000 Boogie boards, 43,000 helmet covers, 37,000 talking key chains and 16,000 soccer balls.

Kellogg’s All-Star Campaign Fall Tailgating
Agency: Career Sports & Entertainment
Client: The Kellogg Co.

If you’re looking for guys ages 18 to 44, it must be time to throw a tailgate party. Kellogg did just that with help from its 2007 All-Star team that included Hank Aaron (Major League Baseball Homerun Champion and Baseball Hall of Famer), Troy Aikman (Football Champion and Hall of Famer), David Robinson (Olympic and Basketball Champion), Kristi Yamaguchi (Olympic Champion Figure Skater), Peter Jacobsen (Golf ambassador), Lenny Wilkens (Basketball Hall of Famer - Player and Coach), and Kyle Busch (2007 Kellogg’s #5 NASCAR team driver). The name and likeness of each of the sports stars was tied to an “All-Star” snacks brand and an instant-win game. Consumers who bought Cheez-It or Club crackers or Fudge Shoppe cookies could find one of the 20,000 hand-signed trading cards seeded inside 13 million packages. Some 18,500 P-O-P displays and a Web site promoted the premium offer. The program produced double-digit lifts off of both display and shelf versus the base periods.

Stein Mart Platinum Rewards Pre-Season Kick-Off Contest
Agency: Don Jagoda Associates
Client: GE Money

This campaign was all about getting the employees who worked for discount clothing chain Stein Mart to participate in a promotion to increase the number of applications for the Stein Mart Platinum Rewards MasterCard offered through GE Money. A printed program description was handed out at staff meetings. Store managers randomly handed out scratch-off game cards to any employee each time they processed a new application. Each store had a pyramid of prizes with top level, mid-level and lower-level logoed merchandize. Employees would scratch-off to see which prize they received, including gas cards, umbrellas, canvas totes, lunch coolers, stainless steel travel mugs, stainless steel tumblers, and Blockbuster and Starbucks gift cards. During the one-month promotion there was a 23% lift in credit applications over the previous period, resulting in a 26% lift in new accounts. Additionally, this campaign was dubbed the “most successful” contest for the store due to the 40% lift in sales from new accounts.

Ozzfest 2007
Agency: Monster Beverage Company
Client: Monster Beverage Company

The Monster Energy drink brand used its sponsorship of the 2007 Ozzfest tour to launch an on-pack promotion that offered free tickets to the concert by using a special code printed inside Monster multipacks. The tour featured Ozzy Osbourne and up-and-coming metal bands. A complete P-O-P package supported the campaign, including static stickers, posters, case stackers and header cards, channel strips, sell sheets and replacement tearpads. In the convenience channel, four-packs grew 41.4% and increased by six points versus one year ago. Eight-packs grew 345.6% and increased by one point versus the previous quarter (eight-packs were not available a year ago). In the grocery channel, 4-packs grew 60.3% and increased 20 points versus a year ago. Eight-packs grew 52.3% and grew 7 points versus a year ago.

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