Case-studies

In spite of Mountain Dew's strong market position, Pepsi-Cola wanted to build the brand's loyalty, attract new customers, and keep the growth rate above the industry average. To achieve those goals, the company developed the "Extreme Network" promotion, which offered a beeper in exchange for 10 Mountain Dew proofs of purchase, $29.99, and $5 for shipping and handling. The numeric pagers came with six months of free service. Total value: $125. more...

Pick-n-Pay, a South African supermarket chain with 265 stores, opted to rebuild its corporate image, emphasizing such tenets as respect, dignity, and freedom for all individuals. more...

More than 200 million game pieces were circulated on the caps of white milk gallons, supported by point-of-sale materials installed in participating grocery stores. Consumers collect game pieces for an opportunity to win a grand prize, promoted with the tag line, "Live Like a Milk Mustache Celebrity for One Year!" The winner gets his or her own milk mustache ad in a national publication, along with a trip for two to the October 2000 World Series, the January 2001 Super Bowl, and Hollywood. A milkshake date with Ivana Trump, his and hers mountain bikes, and a plethora of other prizes are also included. more...

For the past three years, American Tire Distributors has rewarded its top dealers with an all-expenses-paid excursion to one of Alaska's premier fishing resorts…and you can bet they'll be working hard to ensure that next year they’ll earn more...

The game positioned Chex as fun for kids and gave it contemporary appeal by taking advantage of the growing number of home computers. The game was designed to be exciting so consumers would continue to play, generating additional brand impressions. more...

John Deere agricultural dealers sell and service equipment and parts. Loans and leases through the company for these items generate profit and build brand loyalty. So it was logical that John Deere's first credit-related promotion would be designed to increase credit/lease acceptances, market share, and brand loyalty. more...

The month-long "Ford Family Days" promotion was developed to build consumer awareness of the Ford Windstar and other family-oriented models. The "Project KidCare" tie-in increased traffic for the final day of the promotion. more...

The contest gave 19 kids (10 from the U.S.) the opportunity to fly to an undisclosed destination to join forces and execute a secret mission. Additional prizes included "QuestWorld Adventure" gear, including backpack, flashlight/siren, travel journal, pen, glow sticks, and T-shirt. The network's Latin American and Asian divisions also participated in the promotion. more...

To meet Verizon’s mission of deepening their relationship with this key customer segment, the La Plaza program needed to deliver more targeted, creative offerings than typical loyalty programs that award customers points based on purchases. MotivAction kicked off the effort by conducting extensive research within the Hispanic marketplace to identify the core needs and interests of the community. Rooted in primary research, including valuable focus group feedback, La Plaza was structured to ensure that all incentives and communications were built around the core values of interest: education, job enrichment and standard of living, and personal safety and security. more...

Participants could enter the sweepstakes by sending four nonwinning tickets in an envelope with their name, address, and phone number. more...

National City Bank’s Bravo! recognition program was designed to motivate 12,000 customer service representatives and customer service leaders to generate a 25% increase in referral volume. more...

Capturing the fervor of football season and the unrelenting passion an NFL fan has for his or her team, Coca-Cola together with Riddell, Inc. offered consumers a mini NFL replica helmet. This helmet fit onto a 20-ounce Coca-Cola bottle. With the purchase of two 20 ounce Coca-Cola products, consumers received a free pocket pro helmet (valued at $2.99). The promotion was initiated in January, peak football season, creating a chase aspect. The challenge for the consumer was to collect all 31 NFL teams, and they were urged to do so through visually dramatic POS products. Store Manager Incentive Contests were implemented in some stores, with the prize being a 36 unit mini-helmet case to display all 31 NFL team helmets. more...

This consumer promotion used a baseball tie-in and in-store events to boost sales of Oreo Cookies more...

The agent loyalty program "Policy Points" is an on-line program that is customized around GMAC's brand. It was designed to build awareness, loyalty, web traffic and business among GMAC's agents and agency partners. Points are awarded for new business and business transfers. more...

Every time they dined at The Palm, customers received a random selection of three "steak certificates" for a specific number of shares in a company listed on the New York Stock Exchange (NYSE). Diners could open an account, make deposits, and receive dividends as they built their "portfolios." The accounts were identified by home telephone numbers. Customers could accumulate certificates and mail them in at the end of the promotion or deposit them when leaving the restaurant. more...

To build consumer awareness and boost sales, the company developed a "Mobile Marketing" program. The centerpiece was two vintage Airstream trailers that had been converted into Marie Callender's Mobile Diners. During a 19-week period, the two diners were used to make sell-in presentations to key retailers in six markets, as well as deliver "home cooked" samples to consumers. more...

This media promotion was aimed at boosting consumer interest in an annual musical event. more...

At first glance, Pacific Bell Wireless targeted consumers considering the purchase of cellular phone service and cellular phones; however, a closer inspection revealed a highler level of marketing. Pacific Bell Wireless partnered with Sony Electronics and Ronald McDonlad House Charities in an effort to offer a very attractive value-added promotion that would capture the interest of consumers and communitites alike. more...

Sovereign Bank realized that it needed to streamline its customer referral process and provide its almost 11,350 Team Members at nearly 750 community banking offices with a compelling reason to increase their referral activity. more...

Subaru wanted to increase sales of the Subaru Impreza WRX STI and encourage customers to purchase after market accessories and service for their new vehicles at Subaru dealerships based in Canada. The challenge was to capture consumers’ attention. more...

Each year, the program is fine-tuned. For example, one year the promotion focused on comic-book renderings of the Superheroes for premiums and point-of-purchase materials, rather than newer, animated versions. more...

To capture the attention of young consumers and their moms, point-of-purchase displays announcing the "Wilder Side of Milk" sweepstakes featured a chocolate-colored mountain bike sporting cow spots and the "Got Milk" logo, and special edition remote control Monster Trucks. more...

Owning a new pet can be an overwhelming experience for any consumer. Young families, in particular, often have many conflicting responsibilities and little time to spare. Purina focused on simplifying these responsibilities for the new pet owner by offering them a complete starter kit that contained everything they needed to care for their pet. more...

The morning newspaper and a cup of steaming coffee are natural partners. When six new coffee shops opened in downtown Traverse City within twelve months, the Traverse City Record-Eagle decided to take advantage of this "morning" momentum. Working with Nouveautes USA, the paper offered gourmet coffee to new and old subscribers who signed up for twelve months of Record-Eagle home delivery using automatic bill payment. The "Whole Latte News" consumer offer targeted well-educated, business professionals with an annual household income of $50,000 or more. The choice of incentive, gourmet Gevalia® coffee (distributed exclusively by NouveautesUSA™), helped drive home the core selling point of the campaign – the price and duration of the E-Z Pay subscription. For $12.00 per month for 12 months, new customers received 12 packs of Gevalia® coffee. more...

You've Got the Power was the third in a series of Lowe's employee initiatives designed to build credit card application growth and promote customer loyalty. The promotion successfully combined the power of merchandise incentives and cash to motivate a diverse workforce. more...