Case Study: Integrated Marketing Campaign - LCBO
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Transcript of Case Study: Integrated Marketing Campaign - LCBO
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BrightSpots talksMarketing Integration
Presented by: Leslie Hughes
[email protected]/punchmediadotca
Facebook.com/punchmediadotca
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Integrated Marketing
Marketing should be integrated across various channels for maximum impact.
“Deflate the Elephant” (LCBO) is a great example of a strategy that reaches the consumer at various points with consistent messaging.
Agency = Due North Communications
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Deflate the Elephant : LCBO
Goal: put users in a hosting situation where they needed to stop a friend from drinking and driving
Printable tips and facts were seeded throughout the scenario.
Spokesperson:Cocktail Deeva
Most call-to-action is to website:www.deflatetheelephant.com
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Facebook• Landing page
with pledge
• Videos with non-alcoholic recipes
• Conversations
• Pictures
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TwitterNew to the Twitterverse
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iPhone App
Speak Up! Pre-recorded messages ask guests to plan ahead to ensure they don’t drink and drive at an upcoming party
The app also offers 50 delicious and easy-to-make, alcohol-free Mocktails for all guests to enjoy.
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Evite “Badge”
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Party Posters
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Web Video
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Online Ads
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TV Ads
Two 15-second TV ads, Sports and Girls Night, spoke to men and women separately during gender-targeted programming, and digital boards in men’s washroomsacross the GTA aired the Sports spot.
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Print Ads
Promote “Speak Up” ad
“Break the ice without breaking the mood”
CTAs = website & Facebook
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Print Ads
Print ads in Food & Drink featured people at a social gathering casually talking and ignoring the elephant in the centre of the room.
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In Store
CTA = drive traffic to the site, using the elephant icon and the website address along with the challenge to speak up and save a life.
Paper bag promos
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Events : Rogers Cup
Shuttle Program thatdelivered the message in a fun and interactive way
7000 fans took advantage of the complimentary shuttle
Source: http://www.tigrispersonnel.com/lcbo-deflate-the-elephant-shuttle-rogers-cup/
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Events : Shuttle
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What does PUNCH!media do?Quite simply, we are extremely passionate about
word-of-mouth marketing.
We are experts in Social Media.
We train businesses to help win friends (clients) and influence people (to buy).
We stay on top of the current trends so you don’t have to!
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Want to learn more? Be sure to…..
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