Samsung Remaps The Matrix to Take Super Reggie
How to “wow” jaded electronics consumers? This year, Samsung Electronics took the top Reggie award from the Promotion Marketing Association for a campaign that combined product placement and other tactics that leveraged a tie-in with the action blockbuster The Matrix: Reloaded.
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| Samsung’s tie-in with The Matrix: Reloaded snags top Reggie |
The film trilogy has cultivated an ultracool image that is enhanced by its very limited use of promotional partners. At the same time, Samsung’s DigitAll Matrix campaign was the manufacturer’s first global promotion/ad campaign linked to a big Hollywood film. The match worked thanks to the intersection of technology with style—traits shared by the film and the manufacturer.
Samsung created a Matrix-themed wireless telephone used by the lead characters (with prominent logo exposure). The custom phone is also used in the Enter the Matrix video game.
Samsung’s TV spots mirrored the look of the movie, and borrowed talent from the film. Assistant director James McTeigue shot the TV spots, and featured five different products. Campaigns in global markets included media, online banner ads, FSIs; links to Samsung’s online microsite, in-store displays, banners and signage, wireless marketing tie-ins (Samsung Fun Club), p.r. and guerrilla marketing. Marketing materials were created in 30-plus languages; global media/promotional spending reached $100 million.
Samsung Electronics Digitall Matrix Campaign
Client: Samsung
Agency: Norm Marshall & Associates
Promotion Partners: Cheil Communications, FCB
Winners by category
National Consumer Promotion (Budget over $5,000,000)
Gold: AT&T Wireless American Idol
Client: AT&T Wireless
Agency: Einson Freeman
Promotion Partner: OgilvyOne
Of the average 18 million votes per week cast by the American Idol audience of the Fox TV show, 15% were via AT&T Wireless text messages. (Talk about the phones ringing off the hook—during the voting period, AT&T processed nearly 1,000 text votes per second!) One-third of all promotion participants had never sent a text message before, indicating enormous trial and fulfilling AT&T’s primary objective.
”Our venture with Fox has done more to educate the public and get people texting than any marketing activity in this country to date,” says Andre Dahan, president of AT&T Wireless Mobile Multimedia Services.
Silver: Pods Unite
Client: Volkswagen of America, Inc.
Agency: Arnold Brand Promotions
Promotion Partners: Apple
Bronze: Pepsi Play For A Billion
Client: Pepsi-Cola
Agency: Tracy Locke Partnership
Bronze: Rugrats Go Wild Movie
Client: Nickelodeon
Agency: In-house
Promotion Partners: Burger King, Blockbuster, Quaker Oats, Kid Cuisine, Embassy Suites, Skippy Peanut Butter
Honorable Mention: Pure Luck! Get Spotted Drinking Aquafina & Win!
Client: Pepsi-Cola
Agency: Tracy Locke Partnerhsip/Euro RSCG Impact
Promotion Partners: The WB Network
National Consumer Promotion (Budget between $1,000,000 and $5,000,000)
Gold: The AXE House Party
Client: Unilever AXE
Agency: GMR Marketing
Promotion Partners: Edelman Worldwide, BBH Advertising, Mindshare
Unilever launched AXE deodorant body spray, the world’s #1 male deodorant brand, in North America in August 2002. Playing young men’s preoccupation with the mating game, Unilever touts “The AXE Effect,” and demonstrated its scent-appeal at The AXE House Party. This destination consumer event launched through an online sweepstakes, and included sampling, in-store signage, media advertising and p.r.
The AXE House Party was then held at a mansion near Miami on March 8. Nearly 500 consumers flocked the pool, game rooms and dance floor—while the entire event was filmed for broadcast twice on TNN in April.
Results included a 22% increase in general brand awareness among males 11-24 after the promotion; a 3.0% to 3.7% dollar share increase (within AP/Deo category); and 943,321 unique visitors to www.axehouseparty.com (20% over goal).
Silver: Marshmallow Peeps Celebration Tour 2003
Client: Just Born, Inc.
Agency: Marketing Werks
Promotion Partners: ePR, Kaleidoscope Marketing Group, Prototype Source
Bronze: Angel Soft “Angels In Action” Contest
Client: Georgia-Pacific Agency: DVC Worldwide
Honorable Mention: All My Children’s Search for the Sexiest Man In America
Client: ABC Daytime
Agency: ABC Integrated Marketing and Promotion
Honorable Mention: Nescafe Ice Java Launch
Client: Nestlé USA
Agency: Publicis Dialog
Promotion Partner: Makai Events
National Consumer Promotion (Budget Under $1,000,000)
Gold: Hungry-Man’s King Sized Adventure
Client: Pinnacle Foods Corp.
Agency: Kobin Enteprises, Ltd.
Promotion Partners: Sony Pictures Television
SPT and Hungry-Man teamed up to promote Hungry-Man’s “King-Sized Adventure” to build product equity with a male target audience, increase retail excitement and stimulate Hungry-Man’s sales. In turn, special KOQ/Hungry-Man packaging drove viewership to the newly syndicated King of Queens.
The show outperformed 88% of all syndicated programs among men ages 25-34, both new or returning, first-run or off-net. The episode with the Hungry-Man product integration aired multiple times before and after syndication launch, causing a huge spike at retail. The FSI drop tripled the national sweepstakes entry.
Gold: Ruffles “Would You Name Your Baby Horton?” Search
Client: Frito-Lay
Agency: Marketing Resources, Inc. and Ketchum Entertainment Marketing
The “R-R-Ruffles Have R-R-Ridges” tagline and Baby Horton, an animated cartoon character, both resonated with consumers a 10-year absence from pop culture. Working with a modest budget and predetermined spokes-character, tagline, packaging, the team leveraged the re-birth of Horton and encouraged parents to name their baby after the brand icon in return for paid college tuition.
Forty-nine parents applied (out of over 1,000 hits to the campaign Web site), and Horton Chesleigh was born on May 16, 2003, in San Diego, CA. KEM got CNN to conduct an exclusive, live interview with the family, while MRI engineered $50,000 for a 529 plan, together with an additional $15,000 to defray taxes on the college fund award.
Bronze: Clean Getaway
Client: Court TV
Agency: In-house
Promotion Partners: Loews
Honorable Mention: Heineken “Hoax”
Client: Heineken USA
Agency: Modem Media
Honorable Mention: The New Face of Oxy
Client: GlaxoSmithKline
Agency: DVC Worldwide
Local, Regional, or Target Market Promotion (Budget over $1,000,000)
Gold: Phaeton Test Drives at W Hotels
Client: Volkswagen of America, Inc.
Agency: Arnold Brand Promotions
Promotion Partners: W Hotels
At a starting price of $65,000 for the V8 engine and $90,000 for the W12, Volkswagen is venturing into uncharted territory for the brand. However, the market is ripe with drivers searching for a well-designed luxury option at a value price compared to other premium luxury vehicles. A three-phase direct mail campaign targeted over 55K top-tier VW owners. Prospects were directed online for surveys on awareness and purchase intent; these triggered follow up communications and provided a mechanism to connect with Phaeton staff. Volkswagen-sponsored events held onsite at W Hotels provide added value to the partnership, create buzz, and garner media attention.
The Phaeton Test Drive Program at W Hotels exceeded its primary goal by 113%, garnering over 1575 test drives in just 3 months of a 4 month program.
Silver: VERB. It’s What You Do
Client: Centers For Disease Control and Prevention
Agency: Frankel
Promotion Partners: Publicis Dialog, Saatchi & Saatchi, A Partnership, G&G Advertising, Garcia 360, PFI Marketing
Bronze: AMD Area-64 Promotion
Client: Advanced Micro Devices, Inc.
Agency: Momentum North America
Honorable Mention: Be A Prom Star
Client: Gingiss Formalwear
Agency: Frankel
Honorable Mention Winner: song in the city
Client: Song
Agency: LIME Public Relations + Promotion
Local, Regional, or Target Market Promotion (Budget under $1,000,000)
Gold: HSBC BankCab
Client: HSBC Bank USA
Agency: Renegade Marketing Group
Promotion Partners: M Booth & Associates, Inc.
New York is the most competitive retail banking environment in the country. NYC is also a place where knowledge is social currency, and back when Checker Cabs dominated the City’s streets, cabdrivers were revered for their local knowledge. Hence the HSBC BankCab Program, which demonstrated HSBC’s local knowledge via three components: Through the BankCabbie search, cab, guides, and the dedicated Web site, the program physically benefited over 82,000 New Yorkers, and was seen and heard by another 18 million.
Silver: Marshall Fields—Vertical Fashion Show
Client: Marshall Fields
Agency: GMR Marketing
Bronze: Reel Moms
Client: Loews Cineplex Entertainment
Agency: Ad Store, D.L. Blackman, Allied Advertising
Promotion Partners: Urbanbaby.com, Child Magazine
Honorable Mention: Wrigley Field Talking Billboard
Client: Miller Brewing Co.
Agency: Zipatoni
Honorable Mention: Sandman Holiday Promotion
Client: The Gambrinus Co.
Agency: The Richards Group
Promotion Partners: Creative Link, Procermex
Multi-Partner Promotion—Three of More Partners
Gold: Clean Getaway
Client: Court TV
Agency: In-house
Promotion Partners: Loews
Working with Loews Theatres, Court TV ran a pre-film trailer asking patrons to clean up their trash after the film. It demonstrated how forensic science could connect patrons to their trash, should they leave it behind, by zeroing in on “Nelson,” a large, slovenly man. While stuffing his face with movie treats, he creates a huge mess. The trailer ends with the voiceover, “Loews Theatres and Court TV ask you to make a clean getaway, clean up your trash.”
To extend the reach of the program, Court TV created a Clean Getaway Contest in Loews theatres, with lobby signage that asked patrons to help “Nail Nelson,” to win great prizes like maid service for a year.
To help defray the costs of the promotion, we were able to provide M&M’s product placement in the trailer, as a piece of evidence. Its $250,000 sponsorship of the promotion was a significant contribution to the effort and represented the first time it had advertised on Court TV—solely due to this campaign.
Silver: Sports Illustrated Fresh Faces Swimsuit Model Search
Client: Sports Illustrated
Agency: In-house
Promotion Partners: Nissan, Nautica, W Hotels, NEXT Model Management, AVP
Bronze: Galyan’s 4 Adventure Tour Presented by Subaru
Client: Galyan’s and Suburu of America
Agency: International Outdoor Group
Promotion Partners: Bushnell, Cascade Design, Gatorade, Johnson Outdoor, Jansport, Marmot, Motorola, Merrell, Princeton Tec, Salomon, Smith, Suunto, The North Face, Thales Navigation, Thorlos, Watermark and W.L. Gore
Honorable Mention: song in the city
Client: Song
Agency: LIME Public Relations + Promotion
Honorable Mention: A&E MI-5 Spies and Lies Promotion
Client: A&E Network
Agency: Civic Entertainment Group
Business to Business Promotion (Includes Trade Promotion)
Gold: The Program Exchange Delivers
Client: The Program Exchange
Agency: B.R. Zoom
The Program Exchange provides classic television programming to local television stations nationwide. This direct mail campaign was sent to 800 senior TV station executives to buy-in for The Program Exchange’s offerings. As a result, overall program sales rose over 9.4% for 2003/04, and total unique station participants rose from 589 plus 9 cable nets to 601; station participants in the Early Morning Alternative rose from 127 to 163, almost 3% above goal.
Silver: HTH Hardware Loyalty Program
Client: Arch Chemicals
Agency: Harwood Marketing Group
Bronze: The Oxygen “It’s All About Isaac” Campaign
Client: Oxygen
Agency: The GEM Group
Honorable Mention: Scratch The Surface, Start The Buzz: The Fuse Upfront Presentation
Client: Fuse
Agency: In-house
Promotion Partner: Anatomy Media, C2 Creative, Heavy, Inc., Psyop, Inc.
Honorable Mention: The Investigation Channel Challenge
Client: Court TV
Agency: In-house
Promotion Partner: The Michael Alan Group
Multicultural/Ethnic Promotion
Gold: 2003 Pepsi Black History Month Program
Client: Pepsi-Cola
Agency: Tracy Locke Partnership
Pepsi’s promotion for Black History Month centered on “Create Your Own History.” A variety of tactics drove in-store traffic and display, including a sweepstakes for a chance to win one of ten $10,000 college tuition scholarships, Dell desktop computers, a Microsoft Encarta reference library and free 12-packs of Pepsi. In-store support featured minipole, shelftalker, tearpad and static clings that offered a calendar and poster designed by African-American artists. A trade incentive awarded a Dell computer to the urban marketing manager with the greatest penetration and largest volume growth.
Silver: Procter & Gamble—”Awareness Is Love”
Client: Procter & Gamble
Agency: PowerPact LLC
Bronze: Dora Search for the City of Lost Toys
Client: Nickelodeon
Agency: In-house
Promotion Partners: Clear Channel Entertainment, Crest, Teddy Grahams, Pampers, Bounty, Mervyns, Chuck E Cheese
Honorable Mention: Tecate Long Beach Grand Prix
Client: Labatt USA
Agency: DVC Worldwide
Honorable Mention: ElectricMOYO
Client: Nissan North America
Agency: True Agency
Promotion Partners: GTM…It Means A Lot
International/Global Promotion
Gold: Samsung Electronics Digitall Matrix Campaign
Client: Samsung
Agency: Norm Marshall & Associates
Promotion Partners: Cheil Communications, FCB
Silver: PEDIGREE Paws to Recognize
Client: Masterfoods
Agency: Ryan Partnership
Bronze: Heineken’s “GET CONNECTED” Matrix: Reloaded Campaign
Client: Heineken International
Agency: Norm Marshall & Associates
Promotion Partners: Ryan Partnership,Publicis
Honorable Mention: Boeing “Name Your Plane”
Client: Boeing Commercial Airplane
Agency: Seismicom
Honorable Mention: Pepsi Football “OK Corral”
Client: Pepsi Co International-Beverages
Agency: Tracy Locke Partnership
Promotion Partners: BBDO
New Media Promotion
Gold: The AXE House Party (see above)
Client: Unilever AXE
Agency: GMR Marketing
Promotion Partners: Edelman Worldwide, BBH Advertising, Mindshare
Silver: AMD Area-64 Promotion
Client: Advanced Micro Devices, Inc.
Agency: Momentum North America
Bronze: The Investigation Channel Challenge
Client: Court TV
Agency: In-house
Promotion Partner: The Michael Alan Group
Honorable Mention: Subwaykids.com launch and execution
Client: Subway Restaurants
Agency: b. little & co.
Promotion Partners: Launchbox, LLC, Kids WB, Cartoon Network
Honorable Mention: Morning Numbers Campaign
Client: Asahi Soft Drinks Co, Ltd.
Agency: Dentsu Inc.
Cause/Community Outreach Promotion
Gold: Dr. Seuss’ The Cat in the Hat Challenge
Client: First Book
Agency: In-house
In celebration of the film’s release, Universal Pictures honored Dr. Seuss’ legacy and built awareness of the importance of reading and children with a book drive for First Book. This national nonprofit organization aspires to give children from low-income families the opportunity to read and own their first new books. The campaign, which included p.r. and online components, resulted in 225,000 book donations.
Silver: Teacherpalooza
Client: Washington Mutual
Agency: OPTS Events
Promotion Partners: Sedgewick Road, Tajima Creative
Bronze: Designer SquarePants
Client: Nickelodeon
Agency: In-house
Honorable Mention: Forensics In The Classroom
Client: Court TV
Agency: In-house
Promotion Partners: Topics Education Group, AAFS, NSTA
Honorable Mention: “Dying For A Smoke?”
Client: The Illinois Department of Public Health
Agency: UPSHOT Marketing
Promotion Partners: Golin Harris
Event Marketing
Gold: song in the city
Client: Song
Agency: LIME Public Relations + Promotion
Song, Delta Air Lines’ new low-cost carrier, launched April 2003 to address consumer needs for high quality, low-fare air travel. LIME developed a concept store that replicated the Song experience—in a 2,700-sf store. Actual plane seats illustrated the in-flight entertainment system and doubled as additional seating; the in-flight menu was available at the café, which doubled as a bar; online kiosks allowed guests to purchase via flysong.com with weekly give-aways to encourage return. Approximately ten events and offerings were featured each week including cooking demonstrations, author book signings and holiday Santa Claus visits. Ramp Agents, dressed in vests, headphones and kneepads continued the promotion through a Calendar of Events.
Over 50 events occurred throughout six weeks; with an attendance of approximately 3,000; total attendance was over 36,000, with an average visit of 30 minutes per guest; guerrilla activities made 386,018 impressions and over 46,000 Calendar of Events were distributed.
Silver: Marshall Fields—Vertical Fashion Show
Client: Marshall Fields
Agency: GMR Marketing
Bronze: Let’s Just Play
Client: Nickelodeon
Agency: In-house
Honorable Mention: LEGO “What Will You Make?” Tour 2003
Client: LEGO Systems Inc.
Agency: Marketing Werks
Promotion Partners: Ruder Finn, Switzer PR
Honorable Mention: AOL Concert for Schools
Client: AOL
Agency: Momentum North America
Promotion Partners: Infinity Radio, The New York Post, Civic Entertainment Group, Event Resources New York, Freud Communications, Interpublic Sports and Entertainment Group, PMK
Account-Specific Promotion
Gold: Fisher-Price Stars on Broadway
Client: Fisher-Price
Agency: Eric Mower & Associates
Promotion Partners: Toys ‘R’ Us
What better way to bring parents and kids into Toys ‘R’ Us and generate goodwill than to hold a talent search? And not just any talent search. Fisher-Price negotiated to “own” the four-story billboard on the Toys ‘R’ Us flagship store in Times Square in December 2003. Winners became “Stars on Broadway,” with their images smiling down on the millions of people who visit New York during the holidays.
“Stars on Broadway” broke records, with nearly 7,500 entries—double that of any previous Toys ‘R’ Us/Camp Geoffrey contest or sweepstakes.
Silver: PEDIGREE Paws to Recognize
Client: Masterfoods
Agency: Ryan Partnership
Bronze: Linda LoCal: Diet Detective
Client: Court TV
Agency: In-house
Promotion Partners: Kellogg’s Special K
Honorable Mention: Sara Lee Lovable “Perfect Fit Tour”
Client: Sara Lee Branded Apparrel
Agency: The Guild Group
Honorable Mention: Wal-Mart Dove Month
Client: Unilever HPC
Agency: Marketing Drive Worldwide
