Curious George Promos Squash the Sniffles
When The Quigley Corporation — the makers of Cold-Eeze products like KidzEeze sore throat pops and bubble gum — wanted to target the parents of young children for a recent marketing effort, it didn't monkey around. It partnered with Universal Pictures for a promotion tied to the recent release of the animated film Curious George.
“The incidence of the common cold in families is much higher than it is with people who don't have families or kids in the households,” says Albert Piechotta, director of marketing and communications for The Quigley Corporation. “And the kids in most households are drawn to Curious George.”
“Curious George is really a film for the entire family,” adds Cari Cohen, vice president at Universal Pictures. “When looking for partners on the movie we were thoughtful in picking the brands that not only targeted families but were kid-friendly and Cold-Eeze had a trusted relationship with parents.”
The promotion includes a sweepstakes where consumers can enter for a chance to win a grand-prize trip for four to one of the Universal Studios theme parks. Second-prize gift packs include Curious George Namco Game Boy games. And third-prize winners get goody bags filled with Curious George T-shirts, baseball caps, Beanie Babies and motion picture soundtracks. Consumers can also send in two Cold-Eeze proofs of purchase, along with a $5.50 shipping and handling fee, to receive a Curious George backpack.
The sweepstakes will run through the film's DVD release date in September. To keep the excitement going, Cold-Eeze customers can visit a Web site, www.coldeeze.com, where they can sign up to receive ongoing communications and promotions. The Web component of the campaign “helps cement relationships with customers,” Cohen says.
Live the Life Campaign a Winner for Virginia Beach
In the two years since its launch, Virginia Beach's Live the Life campaign has won 67 national marketing and travel-and-tourism awards. And there are other numbers indicating how effective it is: traveler inquiries about the destination in 2005 were up 61% over 2004; web-site visits jumped more than 71%; hotel sales grew by 7.4% and restaurant sales by 8%.
So, what's the secret behind the success? “Our challenge in serving up a sustainable, revenue-generating image for Virginia Beach was to differentiate the experiences people can have here”, says Art Webb, president of BCF, the brand communications firm behind the campaign. “That challenge prompted us to dig deeply into people's psyche. Bottom line, people told us they just want to live the life they dream to live.”
Promotional products played an important role in helping spread the message that BCF crafted. Jessica Rinck, PR account supervisor at BCF, says, “We do use a number of promotional products, specifically for journalists and influential people within the travel/tourism industry, such as visits from the Southeast Tourism Society.” These include canvas beach bags with leather handles, a journalist notepad with canvas cover, canvas-covered necessity kits and alarm clocks - all with the Live the Life logo.
The products have been well received, and Rinck chalks it up to their suitability for the audience: “the response to the products is wonderful, and I believe this is because the products are quite, but elegant and tasteful in their design. The products most assuredly help keep the branding top-of-mind for journalists.”
Again, she has numbers to back it up: In 2005, the campaign generated media coverage more than 500 times in national and regional publications and online outlets. According to BCF, that's equivalent to more than $3 million in ad spending - nearly double the coverage of 2003. Now that's return on investment!