Best Use of Social Marketing in a Promotion Campaign
Agency: MARS Advertising, Prize Logic, and Nomadic
Campaign: Pop Secret’s Pop! Camera! Action!
Client: Diamond Foods, Inc.
Pop Secret reports that it was the No. 2 brand in the category in 2010, behind ConAgra’s Orville Redenbacher. Popcorn category sales were flat last year and, with its limited budget, Pop Secret wanted to rev up sales by leveraging its position as the at-home movie snack. Due to the recession, there were more people staying home and watching movies, and Pop Secret wanted to capitalize on that opportunity to grow sales during the winter Awards Season.
They developed Pop! Camera! Action! The goals of the campaign were to focus on the Pop Secret commercials’ ‘kernel characters’ to strengthen the brand’s association with movie fans; to drive traffic to the microsite and encourage return visits to keep Pop Secret top of mind; and to use the promotion to secure in-store placement.
Consumers were invited to write a short movie scene starring the loveable Pop Secret kernel characters from the brand’s national TV advertising campaign. Users could select background scenes, write dialogue and forward their videos to friends.
To help spread the word, Diamond ran a social media campaign focusing on blogger websites and holding a Twitter party. The promotion was also supported by national print advertising, public relations, Pop Secret’s YouTube page, email blasts to the Pop Secret consumer database and in-store displays.
The grand prize was a 3D Home Entertainment Center, along with the chance to instantly win one of 2,000 two-month Netflix subscriptions designed to encourage consumers to come back often.
More than 2,300 people visited the site for the Celebrity Swag Bag Giveaway during the Academy Awards, with all 100 prizes being claimed in 18 seconds.
Pop! Camera! Action! generated 84,000 user-generated videos, and registered more than 830,000 site visits and 36,000 registrations. Sales of Pop Secret grew by 7%, gaining 2.3 points in market share. And the number of shippers sold to retailers increased by 183% over prior year.
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