TOPS goal was to leverage the “Monopoly” name and popularity created through the McDonald’s program to elevate the TOPS brand, to create awareness and excitement for the program by utilizing the high-level prize opportunities as well as drive in-store traffic and purchases through game participation. TOPS challenged SKM to develop and produce creative for a multimedia campaign utilizing TOPS and Monopoly as a cohesive brand to build awareness, drive product sales and build loyalty of old customers while attracting new customers.
SKM developed a cohesive, eye-catching campaign that combined existing TOPS media vehicles to new tactics to encompass the dynamic of the Monopoly collect and win game at TOPS. The creative was designed to leverage the prizes to drive customers to “Shop, Play and Win” and build excitement for the game.
SKM produced television and radio spots along with a microsite, to bring together other elements such as a TOPS sponsored Monopoly tournament, sports marketing, in-store advertising and other media and public relations efforts into a full blown multimedia campaign.
The campaign consisted of the following elements:
· Public relations effort to coordinate Monopoly tournament
· Television spot http://www.youtube.com/watch?v=nngq_oW0M_I
· Radio spot
· In-store Radio spot
· Social Media plan and execution
· Full size branded window signs
· Zamboni wrap at Buffalo Sabres games
· Dasherboard at Buffalo Sabres games
· Newspaper Print Ads
· Mr. Monopoly life size cutout
· Tent Cards
· Floor Decals
· Shelf Talkers
· Lapel Pins
· Children's Stickers
· In-Store Banner
· Winner Board Stanchions
· Coloring Sheets
The campaign launched on January 10, 2010 and client feedback is positive. Awareness and participating product sales appear to be strong in the first four weeks of the promotion.
Results will be reviewed in more detail after the campaign ends on April 10, 2010.