Promo - August 2008 - (Page 13)

The players Amy Johannes RETAIL Film Fest Dibs ice cream looks online for a new customer Without doing one ounce of marketing in grocery stores, Dibs is hoping to drive sales of its ice-cream with a new customer, 13-year-olds and up. It’s a dramatic shift away from its traditional family focused marketing plan. A new video contest, the first of its kind for Dibs, asks these young people to submit 30- to 45-second videos that incorporate the bite-sized treats, hopefully by eating them. “We want teens to become engaged with this brand,” says Jennifer Eiseman, brand manager for Dibs Brand Snacks. “Having teens create different vignettes of how they eat Dibs is a great way to drive that engagement.” As of last month, more than 200 videos had been uploaded to www.dibsfilmfest.com where visitors can rate them. The top 10 will be reviewed by a team of judges based on originality, creativity, portrayal of the Dibs brand and suitability of use in an ad. The grand-prize winner gets $10,000 and the chance to In a new Dibs ice-cream promo , an online editing room helps young people prepare their video for a chance to have it air on MTV. CARD TRICKS Those cute little American Greetings cards for kids just got a little more entertaining. The cards will soon double as gifts, each including a code to unlock games at www.AGKidZone.com. Each game will feature the same character and theme printed on the recipient’s card. Madballs, Twisted Whiskers, Strawberry Shortcake and Sushi Pack are among some of the cartoon characters that will participate in the program beginning next year. The freebie is expected to boost Web site traffic and give people “an extra payoff and offer something more compelling” than just the card itself, Paul Conley, vice president of digital media for American Greetings Properties, says. “Consumers will be able to extend their interactive relationship with some of their favorite brands,” he says. The promotion, the first of its kind for AG Properties, is designed to drive awareness of AGKidZone, the umbrella brand, under which the company’s properties live. More than 3 million unique visitors have frequented its site since its launch in September 2007. AG Properties is the intellectual property and outbound licensing division of greeting card giant American Greetings Corp. —Amy Johannes have his or her video air on MTV. The promo ends Aug. 8. A separate sweepstakes on the site, which runs through Sept. 5, offers the chance to win stuff this age group lives for: laptops, video cameras, iPods and digital cameras, among other prizes. To let kids know about the contest, Dibs, which is made by Dreyer’s Grand Ice Cream Holdings, set up P-O-P materials in Blockbuster locations and began airing 15- and 30-second TV spots on MTV and MTV 2. An online and PR campaign is also under way, and 50-cent-off coupons were available at 7-Eleven stores in July. Historically, the company relied on coupons and FSIs to target families, Eiseman says. But when it set out to connect with a younger crowd this year, “We knew those tactics were not going to work,” she adds. So, the firm is trying something new. It’s letting young consumers play with its brand, while reaching them in ways they find relevant to their lifestyles, says Sterling Hayman, group account director for TracyLocke, which is handling the campaign. “We knew promotions would be important because of the unique nature of product. We wanted to play off that,” Hayman adds. l P W For more articles on retail marketing go to www.promomagazine.com/retail Newsletter Web RSS Webinar Conference Podcast Promo / WWW.PROMOMAGAZINE.COM / August 2008 13 http://www.dibsfilmfest.com http://www.AGKidZone.com http://www.promomagazine.com/retail http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - August 2008

Promo - August 2008 Contents Editor's Note Turf War Have You Seen Us? Film Fest Print on the Run Always Ready, Always There The Personal Touch Commentary College Bound Shakin' It Up Q&A: The Summer of Slurpee ¡Conectado! Resource Center The Agency Center Customer Care Index of Advertisers

Promo - August 2008

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