Underwear Maker Awards Wannabe Designers
Throwing a “Sextravaganza” for college co-eds sounds like something straight out of the movie Animal House rather than from a marketing playbook. Yet, this is precisely what Intimo Inc., a leading manufacturer of underwear and sleepwear, did for students at New York University on March 4.
The strategy behind the promotion was to try to encourage safe sex among NYU students in a fun way. That’s why the company developed a contest called “Design Your Own Underwear” as an annual event.
Students were invited to submit safe-sex underwear designs to Facebook.com for review. The designs were judged on who had the most creative designs while still incorporating the message of safe sex. The winner, Deirdre Jenigan, received a check for $250, as well as a year’s supply of underwear from Intimo.
Her design showed illustrations of a bee and a safe. “The bee safe logoed underwear was a great item to give away for Intimo,” says Jenny Marie Miranda, public relations director for the firm. “Intimo is always trying to look for ways to engage a younger audience. We thought by throwing this ‘Design Your Own Underwear’ contest, it would help connect with our younger audience, as well as spread the important message of always practicing safe sex.”
Fifty attendees at the event that announced the winner received a free pair of the winning underwear. This included Intimo’s iBoxers, which feature a small pocket so the wearer can fit an iPod or MP3 player.
For some new ideas to promote the safe-sex cause, check out the Shopping List below.
Hot Loyalty Program Launch
Pepsi Unleashes Monster of a Promotion If you were in Times Square in January or at the Super Bowl in February, you very well may have seen a 60-foot monster. The Pepsi Stuff Gift Monster to be exact. The 60-foot inflatable monster helped kick off Pepsi’s year-long PepsiStuff.com attack campaign.
This year, the number-two cola giant decided to take its loyalty program out of cold storage and march it out with renewed force. Consumers purchasing
specially marked Pepsi products can bank their points at PepsiStuff.com and redeem them for prizes ranging from logoed apparel to electronics to Amazon MP3 downloads.
“The Pepsi Stuff Gift Monster really ties into the overall theme of our promotion,” says Bill Wyman, senior marketing manager of brand activation for Pepsi-Cola North America. “As we were thinking about how to show people the scale and size of the program, we kept coming back to ‘this program is really a monster.’ ” And thus, an idea was born with the help of ad agency BBDO, New York.
The Gift Monster announced this new PepsiStuff.com promotion in a big way at the Super Bowl. Accompanying him were Pepsi Stuff crew members who distributed thousands of points to passersby.
Following the Super Bowl, Pepsi ran a television commercial featuring a computer-animated version of the monster made of branded hats, shirts and other items. After making his way through a forest, he stands before a group of teens drinking Pepsi and gracefully places a Pepsi-logoed trucker hat on one guy. “Goodbye Mr. made-up-of-different-stuff-guy,” says a young man as he departs. A voiceover says:
“Every sip gets you close to clothing, vacations, MP3 downloads from Amazon and more.”
Participants at PepsiStuff.com can also enter a daily sweepstakes to win a variety of prizes, including a trip to next year’s Super Bowl, Major League Baseball games and the Daytona 500.
If you’re looking for ways to show customers you value their business, check out our Shopping List below.
Through Thick and Thin
Planning a customer appreciation promo? Looking to promote the concept of safe sex to the collegiate crowd? Here are some hot products to consider.
MUSIC TO THEIR EARS The music download card offers the choice of 3 million+ songs for download to iPods / MP3 Players. Features: 4-color card, link from client's Web-site, and optional data capture (survey). Available from asi/42989.
Making a Point Show multi-taskers some appreciation with an executive ballpoint pen that features a laser pointer and USB drive. From asi/63053.
Tasteful Appreciation Show customers you care with a hardwood desk calendar and chocolate covered almonds. The way to the heart is through the stomach. From asi/68680.
ROCK YOUR BRAND Prepaid Music Download Cards allow customers to choose from nearly 3 million songs for your iPod or MP3 player. Music Download Cards have a high-perceived value, carrying your branding and can offer downloads for any number of songs you specify. Now MP3 & MAC compatible, Music Download Promotions, there’s no wonder why over 1 billion tracks were downloaded in 2007. Available from asi/70303.
Safety First Safe-sex emergency kit comes with AIDS education guide, latex condom, breath mints and antibacterial wipes. From asi/80882.
Burning Desire No need to douse the flames, but keep them in check with a condom matchbook. Discretion and practicality finally got together. From asi/57655.