2010 Best of the Web: Marketing Campaign
Wednesday, April 28, 2010
Readers Digest Association
TasteofHome.com’s Spooky Slow Cooker Giveaway
It doesn’t take a publishing genius to understand why slow cooking pots are among the biggest draws to a foodies site. TasteofHome knows its readers love the set-and-forget nature of slow cooking, and they created a sweepstakes program that reached across all platforms and leveraged virtually every aspect of modern digital distribution in order to further the media brand.
The program not only enhanced relationships with the brand, it promoted a cookbook and magazine title along the way. That lovely slow cooker appeared in the Taste of Home magazine, in email newsletters and marketing email blasts and even as a badge on Facebook. Word of the sweepstakes was passed around virally by friends via special creative that made pass-alongs attractive and easy.
The entire promotion was tied to the incredible seasonal traffic bump from Halloween, so the strategy capitalized on the brand’s busiest season. As a result of a well-timed and well-tuned cross-media marketing blitz, the Spooky Slow Cooker Giveaway generated over 300,000 contest entries and 1.4 million page views for TasteofHome.com. The creative execution drew a 61% newsletter opt-in rate and led to a 16% lift in product sales and a 13% increase in site registrations. From engagement to straight sales, the campaign cooked up success.
Honorable Mentions:
Brides.com – Groom of the Year: The ignored member of the wedding party got his due in the Brides.com search for the Groom of the Year. The campaign succeeded in engaging advertisers like Macy’s and Men’s Warehouse, helping them reach an entirely new audience.
Cornerstone Promotion - The Levi's/FADER Fort: Across two major music fests in Austin and New York, Fader joined with sponsor Levi’s to create unique spaces where audiences could discover the new music they love and the participating vendors could reach this hard-to-get audience with their messages and products.
Playboy Enterprises – SoCo's Sponsorship of Playboy's Uncovered: This unique video series enlists hot bands to cover the artist who first inspired them. Playboy gave partner Southern Comfort ownership of the concept and the ability to get its message out across social networks.
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