Save A Squirrel Campaign Grabs Attention
Monroe Shocks and Struts has a message for all of the animal lovers of the world: “Replacing worn ride control components could improve vehicle steering, stopping and stability – and just might save the life of an innocent squirrel darting across the street.”
This was the official statement released by the company after it sent a bag of squirrel food, the Squirrel Street Journal newspaper and a personalized note from a squirrel to reporters. Next the recipients received a logoed bag of peanuts and a squirrel, or rather, mouse pad.
These promotional products were used to build hype for its “Save a squirrel” campaign which launched in April.
“We’ve already had tremendous interest in the ‘Squirrels’ campaign from the automotive industry as well as consumers,” says Carri Irby, brand manager of Monroe Shocks and Struts which is owned by Tenneco, Lake Forest, IL, prior to the launch of its ad campaign. “As our billboards go live in the coming weeks, we expect a tremendous spike in traffic to our Web site, as well as word-of-mouth advertising driven by local broadcast outlets and the thousands of businesses that sell and install Monroe shocks and struts.”
The squirrels have gotten around as the message is broadcast on billboards throughout the country, on 2,000 radio stations, within Major League Baseball stadiums and via the Web.
Monroe also made sure to add a heavy assortment of promotional products to the mix. Mouse pads, note cubes, pens, trash cans and bagged peanuts are available for use by its sales force. “Our promotional programs are tightly integrated into the campaign,” says Irby. The squirrels could not be reached for comment.
7-Eleven Rocks Out with Branded Guitar Picks
Convenience store chain 7-Eleven was looking to get consumers to “walk this way” right into its stores with its May Guitar Hero: Aerosmith promotion. To promote the debut of its Full Throttle Frozen Blast Slurpee, it partnered with Coca-Cola, Microsoft and Activision's top-selling video game Guitar Hero.
Throughout May, consumers could enter codes listed on Slurpee cups into Slurpee.com for chances to win the game, an Xbox 360 and other prizes. To promote the sweepstakes and new Slurpee flavor, the popular convenience store chain created a mobile tour. Media vans with 6-foot by 12-foot video screens visited select stores where consumers could play the game live.
More than 10,000 custom guitar picks printed with Full Throttle Frozen Blast on one side and Slurpee.com on the other side were handed out. “One of the top ways our core customers for Slurpee drinks, ages 13 to 24, like to spend their leisure time is playing video games,” says Stephanie Hoppe, senior director of marketing of 7-Eleven, Inc. “So it was natural for 7-Eleven to tie-in with the game.”
Giant tear-off pads of posters featuring Guitar Hero and the Slurpee were posted at 484 locations near schools, train stations, beaches and other locations. Coupons were also distributed through college newspapers.
The end result: more than a quarter million fans entered the sweepstakes. “We expect to do more online and guerilla marketing as we continue our ‘Summer of Slurpee,’” says Hoppe. In June, 7-Eleven offered Incredible Hulk movie Slurpee cups and miniature character straws. “Customers seem to be coming back this month," she says, “because sales are up.”
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