Adrian Awards 2017
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Entry Title
STL Winter Classic Campaign
Division
Digital Marketing
Category
Contest/Sweepstakes
Sub-category
Digital Campaign
First Name
Brian
Last Name
Hall
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Connect with the people of Chicago through a campaign and contest where the winner would receive a free trip to St. Louis, including tickets to the Winter Classic, while also highlighting a few of the city’s well-known landmarks.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
While our audience typically skews female, this was the perfect opportunity to engage more of the male demographic through our sports focus on hockey. We were able to segment our audience even further by targeting 25-45 year olds who live in the Chicago area.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Our campaign concept, “Great Seats” took a fun, light-hearted approach to the television spot. By featuring a Blackhawks fan’s journey to find his seat in an unexpected location, we were able to show attractions in St. Louis beyond the stadium. In partnership with an NBC Affiliate in Chicago, we created a promotion for a ticket giveaway and VIP trip to St. Louis to boost engagement.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The NHL Winter Classic is coming to St. Louis. Enter to win a trip for two, including airfare, hotel accommodations, two tickets to the game at Busch Stadium, and much more.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
Overall, the Winter Classic Campaign was a tremendous success. Chicagoans loved the spot, with fun reviews and comments across the board. Our contest, digital elements and social post drove over 6,000 entries – almost 4 times higher than a typical Facebook promotion. And of course our winner was thrilled. “The Winter Classic game was awesome, even though the outcome was not what we had hoped. The area around the park was full of restaurants and bars and was a lot of fun too! We really enjoyed the trip and will try to go there again during the summer months to watch the Cubs play the Cardinals. Hopefully the weather will be better so we can explore the downtown area a little more.”
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
The budget for this campaign was $65,000 with $15,000 used for production and $50,000 for Chicago media including television, digital and social. While this campaign cannot take credit for all the millions of dollars generated for the region during the 2017 NHL Winter Classic historic match up, using this opportunity to shine a light on St. Louis, and extend our invitation to Chicago travelers beyond that single event was a win, regardless of the final score.
Entry Award:
Gold