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OBJECTIVE
Rainmaker Media was tapped to create a new paradigm for radio advertising. Snapple Beverages and WFNX-FM in Boston teamed up for an unprecedented forty-day “commercial-free” campaign to kick off Summer 2006. The challenge was to promote Snapple’s teas, while remaining true to the “commercial-free” promise.
STRATEGY
Rainmaker developed dozens of brief, engaging promo announcements that showcased Snapple. Humorous messaging was woven through WFNX, themed around Boston, summer and 40 days of playing “the best songs on earth”, a spin on Snapple’s core slogan. Rainmaker created an audio logo using the sound of Snapple caps opening, and shaped branded features using interview clips with popular bands. The campaign wove Snapple into WFNX without relying on traditional advertising frames. The station also promoted “Cap Concerts” (free admission with Snapple caps), DJ endorsements and station appearances where Snapple products were sampled.
OBJECTIVE
Coty Inc. launched Celine Dion Parfums with a national promotion. The goal was to drive awareness of this new fragrance and generate web entries for their database.
STRATEGY
Coty created an online contest that encouraged 25-49 women to join Celine Dion's Dream Team. This promotion was supported with national TV and magazine ads, with radio supporting in 9 markets. Rainmaker Media recruited popular female DJs to endorse Celine Dion Parfums and drive listeners to enter the national contest. Stations celebrated Celine Parfums with a Diva For A Day promotion. Female listeners shared inspiring anecdotes and received product gift baskets, spa treatments and trips to meet Celine Dion in Las Vegas.
RESULTS
In the nine radio markets, consumer response was significantly higher than non-radio cities. Rainmaker Media leveraged a 650% ROI for Coty's radio campaign. More importantly, Coty considered their product launch a major success.
OBJECTIVE
Following a successful launch in November ‘06, Nintendo wanted to sustain Wii’s momentum into January. The goal was to inspire purchase by families who didn’t get a Wii for Christmas.
STRATEGY
Rainmaker wove Wii into the fabric of leading pop & Adult Top 40 radio stations in the top 25 markets. In each city, Nintendo’s Wii promotion was anchored by high-profile morning DJs who reached a broad 12-44 audience. Nintendo did not buy any commercials. Instead, we negotiated a heavy schedule of on-air, online and off-air promotion. Stations gave away one Wii per day, using a variety of engaging promotions. Instead of buying spots, stations delivered 150 promotional announcements, plus a website presence, demo events and Wii-mail blasts for two full weeks. The promos were usually live DJ endorsements, and actual Wii contests often ran 3-5 minutes, extending far beyond the typical spot length. Rainmaker provided the DJs with a Wii in advance, so they could play before promoting it on-air. By the time the Wii promotion aired, their enthusiasm was infectious.
RESULTS
Nintendo reported that demand for Wii remained very strong through January ’07 and beyond. Wii turned out to be one of the hottest Xmas gifts. So radio stations picked up that momentum and ran with it. DJs gushed about Wii. Some even staged Wii bowling contests in their studio, broadcast live! Click to hear an on-air sample from legendary DJ Charlie Tuna in Los Angeles.
OBJECTIVE
Snuggle fabric softener launched Sunkissed Breeze with a 10 market radio campaign. Rainmaker's challenge was to get stations excited about promoting a fabric softener, and raise Snuggle's message above the radio clutter.
STRATEGY
Stations distributed product samples at appearances throughout the summer. Popular female DJs endorsed Snuggle in live spots. They also hosted a fun contest called Lighten Your Load. Because doing laundry can be a dreaded chore, DJs tempted listeners with winning free laundry service for one year. Women shared stories about their hectic life …and finding time to do laundry. Snuggle rewarded 10 daily winners and 'lightened their load' with free laundry service and Snuggle product.
RESULTS
Stations introduced at more than 150 events nationawide, distributing 300,000 product samples. Snuggle's Whisper commercial won national recognition. And Sunkissed Breeze earned valuable shelf space at major retailers.
OBJECTIVE
Amazon wanted to test the idea of creating a Wish List feature on their website. Similar to a bridal registry, shoppers could build a list of Amazon items they want to own. Friends and family could also view that list and buy items for that person.
STRATEGY
Rainmaker Media partnered with leading radio stations in 10 large markets. With no budget to leverage, we negotiated a promotion plan with high-profile morning shows in each city. Popular DJs explained the 'wish list' concept and encouraged listeners to sign up. Then, for 10 consecutive weekdays, DJs called up random listeners and fulfilled their Amazon wish list.
RESULTS
Stations responded enthusiastically and drove more than 4,000 listeners to register for Amazon's Wish List. The only cost to Amazon was $500 in goods per day. Far more effective than a comparable spot buy. The Wish List radio test was so successful that it is a popular fixture on Amazon.com.
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