A Paul Bunyan-esque Promo
No, they weren�t cooking up brontosaurus burgers at Chicago�s John Hancock Center on March 7. Rather, it was a giant bratwurst. Johnsonville Sausages set up a 30-foot grill, above which a 250-pound replica bratwurst hung. The publicity stunt was created by Johnsonville Sausages to celebrate Daylight Saving Time (which means an extra hour of sunlight for grilling). Countdown clocks ran off the minutes until the gargantuan fake meat was lowered onto the faux grill, which was suitable for Paul Bunyan.
At noon, the 15-foot brat was lowered. Jon Shook and Vinny Dotolo from the Food Network’s 2 Dudes Catering show, along with passersby, chanted “Drop the brat. Drop the brat.”
Once the brat hit, a loud sizzling sound could be heard throughout the surrounding blocks of metropolitan Chicago. A tuft of smoke was also released into the air. Apparently, the publicity stunt worked. About 1,100 brats were handed out, along with 25,000 Johnsonville coupons and a slew of T-shirts and other giveaways from radio partners WZZN-FM and ESPN Radio.
A “Daylight Savings Sweepstakes” at Johnsonville.com supported the effort. Lucky winners, through March 30, received one of 10 Weber grills, logoed barbeque tongs and a host of other prizes.
Apparently the installation looked a little too real to some. “I had to explain so many times during the permitting process that there was no actual grilling to be done on the grill. It’s a prop, people,” says Beth Gottlieb, national program director for Massivemedia, which helped create the event. “Chicago is a big grilling town … it’s great for sausage and steak.” And, it’s especially great for giant faux brats.
Looking for some creative ideas of your own for your next promo? Check out our Shopping List below for some fresh product options.
Cool Awareness Campaign
NYSC Gives Grand Central a Spin Seeing 1,800 people in New York�s Grand Central Station at any given time is no big deal. Seeing them all sweating it out on stationary bicycles, however, is quite unusual. But that�s what happened earlier this year during a 24-hour spin-a-thon called �Saints and Spinners.� The event was co-sponsored by New York Sports Club (NYSC) and Snapple.
Participants pedaled their stationary bikes to raise money � $250,000 � for Health Corps, an organization dedicated
to fighting teen obesity. It also promoted the fact that the health club chain offers a variety of exercise options, including 1,000 spin classes a week.
“What made ‘Saints and Spinners’ successful is showcasing the fun and energy of our fitness program in an iconic and high-trafficked area like Grand Central when resolutions are on everyone’s mind,” says Merrill Richmond, vice president of marketing for NYSC. “It was a sure-fire formula for success.”
Each participant received a logoed T-shirt commemorating the event, which helped set not one, but two, Guinness Book of World Record marks. Cadence Cycling team set the record for most miles traveled on a single stationary bike in 24 hours – 829.84 miles. And, the new world distance record of 40.6 miles was set by Holden Comeau, one of its members.
The event was such a success that “Saints and Spinners” will repeat next year in Grand Central Station’s Vanderbilt Hall. “There are still some logistical things to be worked out,” says a NYSC rep. “If enthusiasm and interest were the only deciders, it would be a done deal.”
Need product ideas for a fitness promo? Check out our Shopping List below.
Here are some hot product ideas for your next campaign:
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 brand 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.
Gym Class Nostalgia Completely custom kickballs will have everyone wishing for gym class again, and the soft vinyl makes it hard to do damage. From asi/98980.
Relay the Message A fully functional keychain version of the Etch-a-Sketch will have clients talking about this latest promotion. From asi/31570.
Keep Track Solar-powered pedometer is the next generation of pedometers and great for run/walk benefits. From asi/36730.
In the Bag Fitness bag is great for wellness fairs and can be filled with health-oriented promotional products. From asi/56070.
Towel Off Keep dry and fresh with a handy sport towel at a fitness promotion. From asi/79750.
ADVERTISEMENT RED CROSS “SCRATCH OFF” SWEEPSTAKES BUILDS DONOR DATABASE
Red Cross needed an incentive that would motivate people to register in the organization’s online database. The solution? A “Summer Scratch-Off Sweepstakes” digital download promotion.
Red Cross distributed 200,000 flyers to people who visited Red Cross locations, each featuring a mystery code guaranteed to win a prize. Most codes contained music downloads good for either one or five free songs. But there were also three iPods, two DVD players and a 40-inch flat screen TV up for grabs, along with coupons good for discounts at Red Cross stores. To find out what their mystery code was worth, flyer recipients were first required to log on to a Red Cross web page and complete a registration form. Upon completion, they could enter their code and instantly find out what they had won.
CFS facilitated the promotion from start to finish – including music codes, printing and prize fulfillment. CFS also handled the registration page and data capture functions, providing Red Cross with a data file on a weekly basis.
The program was a huge hit – so much so that Red Cross distributed an additional 70,000 scratch-off sweepstakes flyers. The end result? Red Cross increased its database by 105,000 people, a 39% conversion rate.