As is the tradition, PROMO Magazine revealed it's PROMO 100 annual list of the top promotional agencies on June 1st which was Friday. They did it a little differently this year however which they had a live webinar at 2pm in which Betsy Spethmann, Senior Editor, announced the top 10 agencies and then spent some additional time on the Agency of the Year, Ryan Partnership. If you visit PROMO here you can download the recording and the articles.
So, for this week in honor of this prestigious ranking I thought I'd share with you some of the promotional work Ryan Partnership has done over the past year. As one of the few independent promotional agencies, they were chosen because of their campaign work for Dove, Campbell, and Heineken, their high creative ranking and their 34% growth rate from the previous year.
I'll first start with Campbell's and a sweepstakes and instant win game promotion called the Souper Star Fantasy which was in it's fifth year and targeted specifically to kids between the ages of 6 and 15. Kids were invited to visit a promotional micro site, www.mySlurp.com, where they could enter the random sweepstakes drawing. They could also play the instant win game by submitting on-pack code numbers found on various Campbell products.
The Fantasy Grand Prize trip this year was to Hawaii to stay at a mansion for the winner, three of their friends and their parents that included a house staff with a butler and chef as well as over $10,000 in cash to help pay the tax liability. The total prize was valued at $45,700 which a parent would have to claim and be taxed on. These are the federal rules and regulations that apply to all sweepstakes promotions.
Besides the grand prize there were thousands of secondary prizes both for the sweepstakes and the instant win game which helped to generate more excitement among the kids. As with any promotion targeted to kids 12 and under, there are certain COPA (Child Online Protection Act) rules and restrictions that you must comply with. Mostly you must obtain the email addresses of the parents or guardians and get their permission for their child to enter the sweepstakes. Also posted of the micro-site are the grand prize winners of previous fantasy trips such as Casey from North Carolina who won the Hollywood Mansion trip and Kayla from Colorado who won her own Island for a week.
Ryan also worked with Campbell's on an account-specific promotion for Kroger who wanted help to raise money for the Susan G. Komen Foundation during Breast Cancer Awareness Month. They came up with the idea to create pink and white soup labels on the cans which was the first time in the history of the 110 year old brand that they changed their famous design. Kroger had enough volume that they could warrant creating special labels just for this retailer. The result was over $250,000 raised for the Komen Foundation and Campbell saw it's sales double to 7 million cans for the month.
Next I'll write about the Dove campaign, which goes back to one of my favorite brands this year and the one I honored with my very first post for this blog.