Company: Interstate Batteries

Programs: Merchandise and travel offerings

Program Types: Reseller

Program Details: The company's "Here's the Scoop" campaign was launched with an overnight Styrofoam package that was delivered to every Mazda parts manager. Inside was a 12-pack of gourmet Pfaelzer ice cream truffles. The ice cream treats were chosen to symbolize the freshness and quality of Interstate Batteries. A booklet detailed the promotion's objectives and awards: for every order placed for batteries during the month, the dealer was entered in a sweepstakes, with prizes ranging from Super Bowl tickets to National Football League (NFL) logo leather jackets and autographed footballs. A special incentive was available to district managers who achieved 80% or more participation. These awards included race jackets and tickets to the Brickyard 400 at the Indianapolis Motor Speedway, a natural tie-in because Interstate Batteries was sponsoring one of the racers.

Objective: With the goal of expanding sales of batteries to 10,000 Mazda parts dealers and distributors nationwide, Interstate Batteries wanted a fast-start promotion that would immediately capture attention.

Supplier: Pfaelzer Brothers

Results: In the month prior to the campaign, Interstate had done business with 55% of Mazda dealers. "Here's the Scoop" prompted 93% of Mazda dealerships to purchase Interstate Batteries.