DIGITAL PROMOTION CAMPAIGN

Case Study

THE CHALLENGE

Increase Sales During the Winter Awards Season

Pop Secret, the No. 2 brand in the category behind ConAgra’s Orville Redenbacher, wanted to increase sales during the winter Awards Season. We were asked to create a promotion that would support national campaign efforts and secure better in-store placement, so our idea would need to be as attractive to retail buyers as it was to consumers.

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THE STRATEGY

Leverage Pop Secret’s Association With Movies

Due to the recession, more people were staying home and watching movies, so we gave them a chance to improve the experience – a chance to win a 3D Home Entertainment Center, or one of 2,000 two-month Netflix subscriptions. An on-pack promotion drove consumers from store to site.

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The Idea

Pop! Camera! Action!

Once registered for the promotion, consumers were invited to create a personalized short movie starring the Kernels – characters from the brand’s national TV campaign. Users could select background scenes, write dialog, and share with friends. The promotion was supported by national print advertising, public relations, Pop Secret’s YouTube page, email blasts to the Pop Secret consumer database, and in-store displays.

CREATE YOUR OWN MOVIE EXPERIENCE

Choose your setting

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SOCIAL EXTENSION

To help spread the word, we engaged bloggers to create at-home movie-night posts with a Pop Secret call out. We engaged consumers via an Academy Award Twitter party and contest. And we posted a number of user generated Pop! Camera! Action! videos on Pop Secret’s YouTube channel.

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MORE WORK