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"Choosing the Right Media"
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Beverage Industry
October, 2001
“[TruckSide] billboards are strategically placed
to hit the target market”
Clever TV, print and radio promotions do a great job of reaching
out to potential new consumers, but many beverage companies
have expanded their marketing approaches, seeking new and creative
ways to convey their messages.
New roving billboards for Mistic Brands, Inc.. add a mobile
twist to the typical static billboard advertisement. Mistic
devised provocative, eye-popping imagery designed to appeal
to the MTV generation, and then consulted Mobile Ad Group, New
York, to devise a unique way to promote its campaign. The result
was an on-truck billboard.
"The 18 to 25 year old age range is a demographic that
everybody wants to reach now, so we"ve displayed Mistic"s
high-definition images in a four-sided framing system that is
totally flat and conceals the truck underneath it", says
Sam Kaplan, senior account executive, Mobile Ad Group. "The
result is a billboard that is right in your face as your walking
down the street."
What"s more, the truck ads are displayed on third-party
trucks, not Mistic delivery vehicles · that are fitted
with GPS devices that allow companies to track where the truck
has been and chart its advertising process. Kaplan contends
this new mode of on-the-go advertising allows companies better
penetration into convenience stores, mom-and-pop groceries,
and urban markets, because the trucks that display the billboards
are strategically placed in that market.
"Stationary billboards are super if you can secure a great
location, but tour billboards are strategically placed to hit
the target market" he says, "we have thousands of
third party trucks in our inventory, to which we apply the graphics
frame, the billboard and a GPS device, and it only costs one
to two dollars per thousand".
This summer, Powerade, part of the Coca-Cola Co, Atlanta, also
used delivery trucks to unconventionally convey the launch of
the sports drink"s bold new look and vitamin-enhanced formula.
But rather than having the tractor trailer trucks drive to the
event, they were pulled by two 300-pound strongmen down 17th
street at Union Square Park, while some of New York"s best
street basketball players "hooped" it up alongside
skateboarders and BMX bike riders. All of the athletes ere painted
in Powerade-themed designs by professional body painters.
The event was kicked off by Masters of Ceremonies, Stuart Scott
and Rich Eisen, both of ESPN. The event was a celebration of
Powerade's new approach to sports drinks in America and the
athletes represented the fusion of traditional sports and action
sports that define what our new approach is all about".
According to Rohan Oza, Powerade"s senior brand manager.
Powerade"s new and improved formula features vitamins B3,
B6 and B12, which play a role in energy metabolism. In addition,
the brand has added Powerade Light to its line-up, a new beverage
with 50 percent fewer calories that the regular formulation.
In addition to the launch event, the line will be supported
by an extensive advertising campaign, including television,
print and out-of-home media.
TAPPING INTO FAN FAVORITES.
When inventor Maurice Kanbar devised a quadruple-distilled,
triple-filtered process for removing vodka impurities, his invention
was translated into the 1992 formation of Skyy Spirits LLC,
San Francisco. Back then, he had no idea his new company would
grow to incorporate his passion for film. In fact, not long
after the company"s humble beginnings, it targeted independent
films as its integrated communication platform. Nine years later,
the company is a premiere sponsor of a variety of independent
film events, spanning film premiers, screenings and festivals,
to internally generated and funded film-related programs.
A sponsor of the renowned Sundance Film Festival, Skyy recently
latched onto one film, MOMENTO, and created a 10-city tie-in
that supports its screening program. "This gave us great
sampling opportunities while tying into something that was really
hot", says Sue Hearn, public relations/even manager, Skyy
Spirits. "Independent films are a great way to reach the
urban consumer who is culturally aware, savvy and social. And,
let"s face it; part of the film festival allure is the
parties. There"s definitely a glamour, sophistication and
sexiness associated with independent films."
Skyy Spirits also commissions short films “ Skyy Shorts
” that feature the portrayal of various cocktail moments.
The films, viewable on the company"s web site (skyy.com)
feature the work of directors that range from Indie unknowns
to well established filmmakers. The web site also contains a
host of information for film related sponsorships and practical
tips for up and coming filmmakers. Along the same vein the company
launched the Skyy Vodka Short Film Awards, a direct to consumers
celebration that rewards the efforts of over-21 graduate film
school who submit films falling into one of 3 categories: cocktail
moments, fiction and animation.
"This business is a relationship business," says Hearn.
It is important to support Hollywood not only in the form of
in-kind products, but also to commission works of art".
Skyy Spirits" print advertising campaign, dubbed Skyy Cinema,
features no copy but portrays cinematic moments through rich,
technicolor images that look like they were taken from a film.
The company recently scored a major advertising coup when a
call from actor Ben Stiller"s promotional group requested
the use of one of Skyy Spritis" ads for the actor"s
upcoming Paramount movie "Zoolander". The original
ad featured a male model whose head was later replaced with
a superimposed image of Stiller"s head. The new ad is now
used as an advertisement for the movie and is posted everywhere
in major cities across the nation.
Each beverage segment has a distinct consumer niche and it is
up to the people who devise new promotions to come up with unique
ways to address the needs of each niche. Gatorade, a sponsor
of NASCAR racing, has had great success with a convenience store
trading card promotion.
"We"ve created custom, high-quality NASCAR trading
cards around the Gatorade Frontrunner Awards", says Rich
Feitler, executive vice president, The Promotion Network, Chicago.
"From what we know about C-store consumers, they aren"t
the type of people who stop by to pick up a drink, fill out
a form and wait ten weeks to see if they"ve won something.
With this promotion, we tried to peel back the complexity of
promotional programs by asking does this consumer like and what
will motivate them?"
"We concluded the cards have to be high quality and should
feature drivers they like. It is got to be available, with no
work for the retailer or consumer, and it is got to be a value-added
offering that leverages a premier sponsorship", he adds.
It"s worked extremely well for Gatorade.
Feitler says that when a company sits down to design a promotion,
they must think about an objective other than building sales.
"You have to define who you are trying to motivate and
you have to define what the promotion will drive and where it
will fit. There must also be sensitivity about what else is
in the mix of what a company is selling, then you can work to
design a program that pushes those buttons and makes it happen". |
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