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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Oakley |
| PRODUCT: |
Oakley Thump |
CHALLENGE:
To get gardeners and landscapers to request Greendell products when shopping at their local garden center.
 SOLUTION:
To assist Oakley launch the first ever mp3 sunglass in 13 cities. The client wanted the promotion to
be on the same day and time in each market for a big bang effect. Our challenge was to generate enough
hype to sell out of the limited number of thumps available in the O stores and Circuit City in these
markets.
We chose radio as our broadcast vehicle for this program. By utilizing demographically appropriate radio
stations in each of the 13 markets we designed and implemented a high frequency promotional campaign
that included on-air mentions, air personality endorsements and station on-site remotes. We promoted
each market event with the on-air mentions and website banners the week prior to the on-sale.
To
generate some additional air-play we supplied two air personalities at each radio station with a pair
of the thumps. The actual event took place from 12-2 on Nov. 20th and was hosted in each market by
station personalities and mixers.
RESULT:
Ten of the thirteen markets sold out of the thumps (which were priced at $300 to $400) within the two
hour launch. The other three markets sold out over the weekend. Oakley Thump's are now on back order.
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