Archive for December, 2010

Yahoo Ripples of Kindness- The Best Promo I’ve Ever Worked

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , on December 27, 2010 by caitlineoconnor

What is better than kindness during the holiday season? Promoting it. Yahoo! is running a campaign called Ripples of Kindness. The idea is that everyone who does a good deed can inspire others and cause a ripple effect of kindness. The more people who join in, the larger the ripple will become. As Yahoo! says, this is “how good grows”.

To promote this cause, Yahoo! surprised people in cities across the U.S. right before Christmas Eve with an act of kindness. In Boston, the Yahoo! promotion team surprised consumers at a locally owned toy store called Magic Beans. We were given $6,000 to pay for people’s purchases when they got to the register. Up until the money ran out, every person who came to the cashier was told that their purchase was a gift from Yahoo!, and in return we asked that they repay the favor with an act of kindness. People were completely caught off guard, and the reactions were incredible.

For a taste of what a magical day it was, check out this video:

This was the ultimate experiential campaign because it left people with a contagious happy and thankful feeling. To join in on the goodness, be sure to add your act of kindness to kindness.yahoo.com

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Philips Norelco promotion at TRON: Legacy

Posted in Experiential Marketing, Promotional Events with tags , , , , , on December 20, 2010 by caitlineoconnor

Philips Norelco recently launched the new SensoTouch 3D shaver and with it came ‘The Game Has Changed’ marketing campaign. The experiential marketing event was tied in with Disney’s TRON: Legacy.  Philips Norelco offered tickets to an advance screening of the film in 16 cities, greater Boston being one of them. All of the advanced screening premiers took place at Imax 3d theaters.

The event had a Philips Norelco footprint set up where people lined up for the movie and included Tron character cutouts, displays of the shavers, and photo and poster give-aways. In my opinion the campaign was a great way to reinforce the prestige of the product. TRON and Philips Norelco may seem like a far-fetched collaboration, but offering complimentary tickets to an advanced screening of an eagerly awaited film definitely creates a prestigious brand image.

GM at The New England International Auto Show

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on December 6, 2010 by caitlineoconnor

I just finished up an experiential event for General Motors at The New England International Auto Show. I have to say, I am impressed with GM’s current marketing efforts. The event was called “Experience the Drive” and it let event attendees test drive the latest General Motor vehicles without having to deal with sales people and dealers. This created a no-pressure, fun and welcoming experience. The vehicles that were available to test drive were the Chevy Camaro, Chevy Equinox, Chevy Traverse, Chevy Silverado, Chevy Cruze, Buick Regal, Buick LaCrosse, Buick Enclave, GMC Acadia, GMC Terrain and GMC Yukon Hybrid.

My job was to be an “in-vehicle host” and ride around with the test drivers and answer any questions they may have about the vehicles.  After the test drive, we surveyed drivers on how the event effected their impression of GM. Consumer feedback proved that the event was a huge hit.  Almost every single person had a positive reaction and seemed excited about GM. A lot of people had changed their opinion of the company and said that they were much more likely to buy a GM vehicle in the future. Old perceptions usually die hard, but GM seems to be making huge steps in the right direction. This just proves the power of an event that is well thought out and properly executed.