bright spots integrated campaigns
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BrightSpots talksMarketing Integration
Presented by: Leslie Hughes
[email protected]/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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