Dippin' Dots' Journey to the Center of the Earth For the up-and-coming frozen treats company Dippin' Dots, its movie tie-in with New Line Cinema's Journey to the Center of the Earth was a big deal. To get the most out of its first-ever movie partnership, the 300-store chain wanted to come up with a way to drive repeat purchases. To do so, they used a series of collector's cards, beach towels and a trip to Reykjavik, Iceland as part of a sweepstakes that ran throughout July.
Dippin' Dots, which make cryogenically frozen beads of ice cream, yogurt, sherbet and flavored ice, offered four collector's cards with scenes from the movie. On the back was a maze they could navigate (once completed it made an image of a dinosaur or the outline of Iceland). The card also included a code that could be entered at Dippindots.com/journey. The code allowed consumers to enter to win a variety of awards. If they collect all four, they get an extra four entries.
Beyond the trip to Iceland, prizes included lots of free products such as DVDs, movie posters and a party pack that included a logoed beach towel. "Towels tie into summer,” says Terry Reeves, communications director for Dippin' Dots. “They are great [advertising] if there is a retail stand around. People are always looking for a treat." By entering the contest, consumers were also inducted into the new "40 Below Zero" loyalty program. "The bottom line is building a database of people opting into the loyalty program. Offering the collector's cards [and other prizes] entices them to become repeat consumers," Reeves said. The movie opened nationally July 11.
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."
Here are some hip, new product ideas to pump up your next promo:
Promotions with a Ring The cell phone entertainment card offers the choice of thousands of ringtones, fight songs, & games. Features: compatible with all major carriers, 4-color card, link from client's website, and optional data capture (survey). Available from asi/42989.
Pocket Protection Tech-savvy employees would appreciate this silicone iPod case. Comes in pink, purple, grey, blue or transparent white and protects from scratches and nicks. Available from asi/52710.
Rock Out with Rhinestones No more boring, bulky earphones � these retractable ear buds come decorated with rhinestone embellishments and are compatible with iPods, MP3, MP4 and other listening devices. Available from asi/37385.
Colorful Connector Plug in music devices, cameras and other items to your computer with this twistable USB hub featuring four ports and a 30� cord. Available from asi/79530.
Added Bling Both teens and adults would enjoy these charms. They come in a variety of shapes, sizes and colors and can be attached to cell phones, iPods and digital cameras. Available from asi/50123.
Movie Munchies Promote an office movie night complete with this reel-shaped tin. It holds popcorn, candy and other goodies that satisfy the hungriest of movie munchies. Available from asi/71685.