Sears Chicago Case Study
PROGRAM: Big Price Drop
MARKETS: Chicago
DURATION: 4 weeks
This was a highly coordinated program that covered the entire Chicago market over a 6-week period. We began with the launch of the six mobile billboard trucks in mid-September. Two trucks always traveled together and worked designated routes that focused on high-traffic areas and retail locations. The hours of activation for the trucks changed based on locations and day of the week.
The launch of the remaining program elements, on September 15, was coordinated for maximum impact. We identified the most highly coveted locations throughout the market and deployed large teams with multiple elements (trucks, Segways, backpack billboards and branded BA’s) all at the exact same time. After 1 hour at these locations, the teams split up into smaller, pre-determined groups and focused on secondary targets. Over the remaining activation period on that first day, our teams moved around the market based on location-specific data (volume of consumers and the response received from these consumers regarding this promotional offer).
On the evening of September 15, our management staff surveyed the activation teams and the retail locations in the market and based on the information we received, we adjusted the strategy for Day 2.
For the remaining two-days of the program, our management team used real-time information from the field (multiple on-site visits, GPS tracking, mobile phone calls and texts) to deploy the program elements around the market. The size and the elements of the teams varied based on what we felt was the most effective combination. We also integrated our program elements around radio remote events at various malls.
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MARKETS: Chicago
DURATION: 4 weeks
Approximately 4,000 discount coupons were distributed over 3-days. Sears reported a significant increase in sales and overall in-store foot traffic during the promotion period.
Hallmark Channel Case Study
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PROGRAM: Countdown to Christmas
MARKETS: Boston, Philadelphia, New York, Pittsburgh, and Chicago
DURATION: 3 weeks
AGENCY: The Promotional Edge
The Hallmark channel was looking for a fun and unique way to promote their new line of holiday movies during the “Countdown to Christmas” to consumers and looked to us to execute it.
We came up with the “Countdown to Christmas” Holiday truck. The truck was beautifully vinyl wrapped and built out as a mobile Santa Clause photo booth. Complete with a fireplace, Christmas tree, presents and two flat screen TVs that showcased Hallmark Channels new lineup of holiday movies.
The truck toured around the country for 17 days stopping at high traffic holiday hot spots and local shopping malls. Our staff were dressed up as elves and granted anyone with holiday spirit to come and have a photo taken with Santa Clause. The consumer would then receive a branded cookie cutter and a branded photo card to use at home to download their picture with Santa. The elves utilized iPad’s for data capture and then had the consumer fill out a sweepstakes entry for an all expense paid family guided tour of the North Pole.
With over 2,700 pictures taken and over 3,600,000 million market impressions Hallmark Channel did a great job spreading some holiday cheer.
Ion Television Case Study
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PROGRAM: ION Pick & Mix Candy Truck
MARKETS: New York, NY
DURATION: 2 weeks
AGENCY: Michael Alan Group
This B-to-B program consisted of a branded 24’ Glass truck with a custom candy store inside.
ION wanted to promote its new line of holiday movie offerings to New York media buyers in order to create awareness and increase network advertising. Our dynamic 24’ mobile candy store included custom cabinets with large candy bins mounted on top, flocked Christmas trees and multiple wrapped presents. We also installed a 54” flat screen TV that played previews of Ion’s upcoming holiday movies.
Members of the targeted audience – media buyers - walked into the truck and grabbed a branded Ion candy tin and proceeded down the line of candy bins to fill it with their favorite treats. After they made their selections, the participants were asked to guess how many candy canes were in a special box and write their answer on their business card. At the end of each day the person who came the closest to the correct amount won an iPad.
This campaign generated a significant increase in ad sales and also increased the awareness of the network with media buyers. There were also some happy people with a new iPad and a box of sweet treats for the holidays!
Rumba Meats Case Study
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PROGRAM: Menudo with Rumba Meats: A Holiday Tradition
MARKETS: Houston and Dallas
DURATION: 4 weekends
AGENCY: Sparkfarm
Motivated by the excitement of the newfound lunch truck craze, Rumba came to us with an idea to sample and promote their line of meat products to consumers at area Kroger grocery stores in the Houston and Dallas markets.
So, we gave them the Rumba Lunch Truck. The truck had a custom vinyl wrap and toured the Houston and Dallas markets and set-up at area Kroger stores along with local radio stations. Consumers “ate it up!” We gave away free samples of fresh made menudo created by Chef Pipins, Holiday recipes, branded cups and measuring glasses all in an effort to promote the arrival of Rumba Meats at Kroger stores. Rumba also had an opportunity to let consumers sign up for a chance to win $10,000 from Rumba.
Consumers couldn’t get enough Rumba Meats and kept coming back for more. We handed out over 2,500 samples during the 8-day tour. The client reported a significant increase in sales inside each targeted location, and an overall increase was reported for each market. Over 430,000 Impressions were generated across both markets.
KIND Healthy Snacks Case Study
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PROGRAM: KIND Movement
MARKETS:
New York, Philadelphia, Washington DC,
Boston, Denver, Seattle, San Francisco, Los Angeles, Austin, Houston,
San Antonio, Dallas, Miami
DURATION:
36 weeks
The KIND Food Truck Tour was the centerpiece of the 2011-marketing program for this client, so it had to be impactful and it had to be successful. We customized these 23 ft. step vans with multiple features: a dynamic full vinyl wrap, including the roof (for exposure to office workers in major cities); a 6’ serving window and drop-down branded shelf; a 32” HD LCD video monitor mounted against the window for external viewing that played content created for each market; and an iPod driven sound system with four external speakers.
We launched our 32-week tour in New York, targeting a combination of locations in each market: food and entertainment events, retail locations and high-traffic destinations. Throughout this tour, we spent 3-4 weeks in each market. At each stop, we sampled a variety of products, and communicated the core values and messages of this socially minded company: Be KIND to your body; be Kind to others.
Throughout the year, the KIND Food Truck Tour was the key tool used to increase distribution and sales with retailers. Over 65,000 samples were distributed and the vehicle generated over 57 million OOH and PR impressions.
The program proved to be so successful, the client has renewed – and expanded – the program with Lime Media in 2012.
Nail Files Case Study
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PROGRAM: The Nail Files Mobile Spa Experience
MARKETS:
Atlanta, Charlotte, Washington DC, Boston, Philadelphia, Cleveland, New York, Los Angeles, Las Vegas, Phoenix, and Houston.
DURATION:
7 weeks
AGENCY:
The Promotional Edge
The TV Guide Network was looking for a way to promote the fact that they have original programing and also highlight their newest – and highest profile – show, “Nail Files.” This TV show is centered around a popular West Hollywood manicure and spa facility called “The Painted Nail”, and frequented by celebrities from the TV, movie and music industry. This was a perfect opportunity for Lime Media.
The truck was designed as a mobile version of the “The Painted Nail” so we could take this experience to the targeted TV demographic and also use it as the centerpiece of a national PR program.
We decked the truck out in chandeliers, plush chairs, professional manicure stations and a 42” plasma TV so the consumers could watch clips of the show while having their nails done. There was even a 32” TV on the outside of the truck so consumer standing in line could get a glimpse of the new show as well.
In several markets, we took the vehicle to high-profile morning and afternoon radio stations, and also hosted multiple local TV news reporters inside the truck. In these markets, consumers were fortunate enough to hang out with the salon owner and star of “Nail Files” Katie Cazorla.
The truck was also outfitted with a mobile hotspot so consumers could enjoy free Wi-Fi and upload photos to our Facebook page. Our team of brand ambassadors used iPads for data capture at the entrance of the truck and passed out mini manicure kits and branded bottles of water. The iPads were also used for entry into a daily raffle where 10 winners everyday won nail polish, a t-shirt, a branded carry bag and a manicure kit.
The tour started in Atlanta, GA and ended in Houston, TX. Along the 11 city, 3-month tour we reached over 6.5 million impressions and gave away over 2,400 free manicures.
Valpak Case Study
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PROGRAM: 5 Friends, 5 Days in Jamaica
MARKETS:
Omaha, Nebraska
DURATION:
3 days
AGENCY:
UCG Marketing
The 24’ Virtual beach truck toured the local Omaha Nebraska area in an effort to promote the Valpak brand. To reach consumers in a new and exciting way, the tour stopped at local radio and TV stations and gave consumers a chance to sign up and register for the “5 Friends, 5 Days in Jamaica Contest” where one lucky winner would win a trip to Jamaica with 4 of their friends for five days.
Lime Media and Valpak gave the consumers of Omaha a warm mini-Jamaica beach during a cold week at the end of winter and they couldn’t have been happier. The campaign was a great success garnering over 250,000 impressions and over 1,000 sweepstake entrants.
FRS Case Study
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PROGRAM: FRS Fuels Chicago
MARKETS:
Chicago, IL
DURATION:
1 week
AGENCY:
BMF Media
Lime Media designed a cool, high energy and interactive truck program for FRS Energy in the Chicago market. The truck was used to promote awareness of the FRS brand of energy drinks.
It was outfitted with two digitally monitored spin bicycles in order to give the consumer something fun and exciting to do while experiencing FRS Energy. The bicycles were tied into a computer and monitor, which let two “racers” compete for the fastest lap time and win some cool FRS swag. This led to some pretty intense duels. While waiting for their chance to race FRS team members were onsite educating consumers on the benefits of FRS energy and giving away free samples.
The truck toured local Chicago health events and retail locations for 9 days and interacted with over 10,000 consumers and gained over 2,000,000 consumer impressions. Talk about high energy.
FIREDOG CASE STUDY
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PROGRAM: Firedog Super Bowl Game Truck
MARKETS:
Dallas
DURATION:
1 day
Firedog came to us looking to create a fun, exciting test program to promote their brand and new line of tech and installation services. Lime Media gave them the perfect solution: a high-profile Super Bowl party featuring a mobile digital screen truck outfitted with a satellite dish for a live broadcast of the game.
We gave the truck a cool branded vinyl wrap and headed out to a large restaurant in Addison, TX to increase brand awareness for the company and promote their new computer service programs. We set-up the truck in a prime location, locked in the satellite signal and fired up our massive 9-screen display for the crowd to enjoy the Big Game.
In addition to the multi-screen display showing the Super
Bowl, we utilized the other side of the truck as a canvas for a projection
billboard that faced a high traffic street. The projection slides featured
several images and messages about Firedogs great tech support and an invitation
to come join the watching party. The 5 Firedog Brand Ambassadors engaged
consumers before, during and after the game and generated a significant number
of new business leads.
Enkitec Case Study
PROGRAM: Enkitec Spamalot Segway Tour
MARKETS:
Dallas/ Ft. Worth
DURATION:
2 days
AGENCY:
Witmer Group
Enkitec is a small technology company that supports the Oracle platform. This program was centered around the largest trade show in San Francisco each year, Oracle Open World (over 30,000 participants). The goal of this program was to increase awareness of the Enkitec, drive traffic to their booth, have people activate their QR Code video and create some “buzz” at this massive event.
The theme for the trade show booth was a take-off of movie “Monty Python and the Holy Grail”. So we created an idea to engage event participants on the sidewalks around the convention center: Knights on Segways to represent the “fake horses” and “coconut carriers” to run behind the Segways and make the fake horse noise.
For two days, our “Knights” interacted with thousands of consumers, had photos taken with hundreds of them, and generally laughed a lot. Foot traffic at the clients’ trade show booth was the highest of all time. The client was ecstatic.
McDonald's Case Study
PROGRAM: McDonald's Sampling Event
MARKETS:
Dallas/ Ft. Worth
DURATION:
16 weeks
AGENCY:
Moroch
This campaign covered the entire Dallas market over an 18-week period. Lime Media teamed up with Moroch for the launch of the sampling campaign, on June 6, at the American Airlines Center for the NBA Finals. Consumers were able to sample McDonald’s newest line of products that consisted of Mango Pineapple smoothies and Frozen Strawberry Lemonade.
The McDonald’s campaign also participated in the Taste of Dallas, Celebrate Freedom at Southfork Ranch and Fiestas Patrias. To extend our footprint at these events we deployed branded Segways around the grounds and used backpack billboards on BA’s with specific messages (either directing consumers to the sampling area or announcing the new product offering). The Brand Ambassadors also distributed “Be Our Guest” discount coupons to attendees. During the 18-week campaign over 45,000 samples were passed out and over 1.5 million impressions were made.
The outreach to consumers was a success based on internal McDonald’s measurement criteria. The participating McDonald’s owner/operators reported drastic increases in sales of the Mango Pineapple smoothie and Frozen Strawberry Lemonade.
Absolut Case Study
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PROGRAM: Absolut OUTrageous
MARKETS:
New York, Miami, Dallas and Los Angeles
DURATION:
16 weeks
AGENCY:
UBI
Absolut OUTrageous was a moving art exhibit to promote 30 years of going out and coming out. 5 costumed brand ambassadors interacted with consumers and handed out samples of Absolut to a specific demographic. This eye-catching pink truck was set-up outside of bars and clubs in New York, Miami, Los Angeles and Dallas. Inside the truck, partygoers were able to have photos taken in front of a huge painting and then able to share the photographic experience through Twitter and Facebook pages. Some participants also received branded items, such as t-shirts, beanies, shot glasses and slap bracelet watches.
The Absolute OUTrageous tour traveled from coast-to-coast, generated over 3.4 millions impressions and gave away approximately 1,000 branded promotional items.Sears Case Study
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PROGRAM: Sears Ultimate Football Experience
MARKETS:
14 markets (NY, Pittsburgh, Chicago, Atlanta, Dallas, Houston + more)
DURATION:
8 weeks
AGENCY:
Sears Direct
When Sears created one of their biggest promotions of the year for their electronics department, they turned to Lime Media to create an engaging experience at football stadiums around the country. We created two high-tech vehicles that were a big draw at major events but flexible enough to hit retail locations and smaller events in key markets.
One vehicle was a 24′ glass box truck with five gaming kiosks where football fans played the new Madden 10 NFL game on X-box systems and 32″ HD Panasonic screens. There was also a 65″ HD screen featuring outtakes from the highly popular Sears commercial featuring future hall of fame :: continue >>
Dolby Case Study
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PROGRAM: Dolby Audio Legendary
MARKETS:
Los Angeles, San Francisco, Las Vegas
DURATION:
4 months
AGENCY:
Davis Elen
To really appreciate the quality of Dolby products, you have to experience them, not just read about them. So when Dolby launched a new line of products, their agency, Davis Elen, selected Lime Media to create a mobile experience that would meet the high quality of Dolby products.
This 12′ mobile display has been touring California and allowing consumers to experience these legendary products in a variety of locations. Lime Media identified high-traffic locations and events that hit the target :: continue >>.