bright spots integrated campaigns

BrightSpots talksMarketing Integration

Presented by: Leslie Hughes

leslie@punchmedia.caTwitter.com/punchmediadotca

Facebook.com/punchmediadotca

Integrated Marketing

Marketing should be integrated across various channels for maximum impact.

“Deflate the Elephant” (LCBO) is a great example of a strategy that reaches the consumer at various points with consistent messaging.

Agency = Due North Communications

Deflate the Elephant : LCBO

Goal: put users in a hosting situation where they needed to stop a friend from drinking and driving

Printable tips and facts were seeded throughout the scenario.

Spokesperson:Cocktail Deeva

Most call-to-action is to website:www.deflatetheelephant.com

Facebook• Landing page

with pledge

• Videos with non-alcoholic recipes

• Conversations

• Pictures

TwitterNew to the Twitterverse

iPhone App

Speak Up! Pre-recorded messages ask guests to plan ahead to ensure they don’t drink and drive at an upcoming party

The app also offers 50 delicious and easy-to-make, alcohol-free Mocktails for all guests to enjoy.

Evite “Badge”

Party Posters

Web Video

Online Ads

TV Ads

Two 15-second TV ads, Sports and Girls Night, spoke to men and women separately during gender-targeted programming, and digital boards in men’s washroomsacross the GTA aired the Sports spot.

Print Ads

Promote “Speak Up” ad

“Break the ice without breaking the mood”

CTAs = website & Facebook

Print Ads

Print ads in Food & Drink featured people at a social gathering casually talking and ignoring the elephant in the centre of the room.

In Store

CTA = drive traffic to the site, using the elephant icon and the website address along with the challenge to speak up and save a life.

Paper bag promos

Events : Rogers Cup

Shuttle Program thatdelivered the message in a fun and interactive way

7000 fans took advantage of the complimentary shuttle

Source: http://www.tigrispersonnel.com/lcbo-deflate-the-elephant-shuttle-rogers-cup/

Events : Shuttle

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