JUST DANCE 3 [video] Manning Gottlieb OMD London, OMD New York para Propel

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JUST DANCE 3 [video]

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Sector Agua
Media Case study
Mercado Estados Unidos
Agencia Manning Gottlieb OMD London
Director Dario Raciti
Agencia OMD New York
Publicado diciembre 2012

Creditos y descripciones

Advertiser: PROPEL
Agency: OMD
Category: Fast Moving Consumer Goods
Advertising campaign: JUST DANCE 3
Marketing Director - Digital Engagement: Jason Thalappillil (Pepsico)
Director/Zero Code: Dario Raciti (OMD)
Brand Communications: Elisa Quackenbush (Pepsico)
Propel Brand Manager: Lori Perricelli (Pepsico)
Associate Director/Zero Code: Chris Blumberg (OMD)
Marketing Director/Propel Zero: Christina Eisenberg (Pepsico)
Strategy Supervisor: Erin Hardaker (OMD)
Execution
The campaign’s hub was on the Xbox LIVE, where a Propel-branded destination invited users to enter the online dance contest and engaged them with a fun instructional video. The destination also hosted sweepstakes that awarded JD3 gamers with an opportunity to win prizes just for playing. In the JD3 game, contest information scrolled along the in-game ticker and a microsite was developed allowing participants to view/share their submissions. Propel also partnered with “Jimmy Kimmel Live,” a popular late night talk show, to perform a staged skit that highlighted the contest. During the on-air integration, resident Kimmel funnyman, Guillermo, competed against “Dancing with the Star’s” Maksim Chmerkovskiy in a dance-off.We also executed a two week in-store end cap at all Target store locations across the country, offering shoppers a $10 gift card when they bought a Propel Zero 6-pack and a copy of JD3.
Strategy
Propel was looking for an innovative way to introduce their new Propel Zero Powder Packets and a new marketing approach to connect with their target of fitness enthusiasts.The goal was to position Propel Zero as the alternative to water for fitness enthusiasts during everyday activities. These are mainly working professionals and upscale households with kids that lead an on-the-go, multitasking lifestyle that makes them hard to reach with traditional media. Their fitness regimen evolved to include daily activities such as walking the dog and dancing.Enter “exergaming,” a fun way for fitness enthusiast to exercise at home when they want, even with family and friends.Propel leveraged the popularity of the top-selling game “Just Dance,” (JD) to drive interactions with the brand and maximized their partnership with the franchise by featuring the program across multiple channels.
Effectiveness
The promotion delivered increased sales, built the equity of Propel Zero, and improved engagement between our consumers and our brand proposition.• Sales of Propel at Target stores increased +16% during the weeks the campaign ran • Over 8,100 users participated in the Just Dance 3 instant win and user-generated dance contest • Target gift card redemption rate was 46%, significantly higher than average• Sale of Just Dance 3 increased 50% in Target during the promo period • Combination of earned and paid media drove over 10MM online impressions, while the successful on-air integration with Jimmy Kimmel Live reached an additional 1.7MM viewers (Nielsen)