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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Procter & Gamble, Dreamworks Motion Picture Studios |
| PRODUCT: |
Tide, Charmin, Bounty, Folgers and Pringles; Shrek Home Video |
CHALLENGE:
Develop a program for P & G at Albertsons to coincide with their corporate promotional time period.
Program had to encourage multiple purchases of P & G core products.
 SOLUTION:
Since generating display and multiple product sales was the objective, we knew we needed a dynamic
cross-promotional partner that would have brand relevance and be exciting to the Albertsons consumer.
We discovered that Shrek was planning the DVD release during our promotional window and so we created
a program that benefited both parties. P& G got the association with Shrek, anticipated to be the
biggest home video release of the year, and Shrek received secondary displayshippers outside the
video department at all Albertsons, Sav-On and Osco stores. Consumers were required to buy a minimum
of 3 participating P & G products and they received a $5.00 IRC towards the Shrek DVD. Consumers
could also send in their proof of purchase of the P & G products to receive a customized holiday Shrek,
complete with Santa hat and bells!
RESULT:
DreamWorks was able to sell-in an additional 2400 shippers to the participating stores and P & G sales
were up a whopping 21% from the same time the previous year!
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