CARPET Promo MEATBALL by Alcone Marketing

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR
Market United States
Agency Alcone Marketing
Creative Director Nick Rooth, Kevin Kleber
Art Director Renata Carroll, Julia Cadar
Released September 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: THE WD-40 COMPANY
Date of First Appearance: Sep 12 2009 12:00AM
Entrant Company: ALCONE MARKETING, Irvine, USA
Art Director: Renata Carroll (Alcone Marketing)
Art Director: Julia Cadar (Alcone Marketing)
Creative Director: Nick Rooth (Alcone Marketing)
Creative Director: Kevin Kleber (Alcone Marketing)
Chief Creative Officer: Luis Camano (Alcone Marketing)
Media placement: Sticker/coupon - In-Theatre - September 12, 2009

Describe the objective of the promotion.
While Spot Shot is in the top 3 of carpet stain removers, the category sales and awareness have decreased in the last year. We were asked to come up with an effective campaign to combat the current environment of the category. The objective was to create awareness of Spot Shot's partnership with the 'Cloudy With A Chance Of Meatballs' movie, and drive trial among our target audience: mums with children in the household.

Describe how the promotion developed from concept to implementation
Due to limited budget, we decided to create a very focused effort. A simple idea that surprised, engaged and rewarded consumers, during the movie's theatrical release. The meatball ‘splats’ were distributed in the top 50 DMA markets. The meatball stickers were adhered to the theater chairs and engaged consumers to interact with the piece. The backside of the meatball included a call to action to the brand’s website, for a free product offer.

Describe the success of the promotion with both client and consumer including some quantifiable results
The meatballs were fun and engaging for the consumer, and proved to be a huge success for the brand. The promotion helped gain consumer awareness while reaching approximately 55,500 impressions. Coupon redemption surpassed expectations, coming in at an impressive 11.2%. The average coupons for the category redeems at 2-3%. In addition, the meatballs greatly contributed to the spike in website traffic. During the first weeks of the release, the landing page view spiked from 3,046 to 8,271, more than a 270% increase.

Explain why the method of promotion was most relevant to the product or service
The premise of the movie was about food falling from the sky, and making a mess everywhere. Spot Shot is about cleaning all sorts of food stains. Delivery vehicle of this promotion (meatball splat) was the right representation for both the movie and what Spot Shot is all about. And the theater seats were the perfect victims. When removing 'splat' off the seats, consumers were not only 'cleaning' their seats, but were rewarded with a coupon for a free Spot Shot product. The 'meatball splat' truly and simply brought the brand messaging to life.