Diet Mountain Dew has leveraged their racing legacy to create a passionate movement that connects Dale Earnhardt Jr’s massive fan base to their favorite driver. What started out in the early 1980's as a handle for Darrell Waltrips pit crew, the Dew Crew has evolved into a large group of individuals that supports, builds, maintains and wheels that #88 Diet Dew Chevy around the track on race day. The Dew Crew now provides Dale’s fans with an insiders “hub” that allows them to get involved with their favorite driver, help make actual team decisions, win prizes and interact with the brand all season long. In partnership with the Manumatix “Bamboo” Facebook app we created an integrated activation plan for the Dew Crew that extends across on-air, digital, print and in-store elements that creates a unique consumer engagement experience with Jr. Nation on a weekly basis.
Shake Up Your Summer
Absolut reinvents summer parties
Give your summer a twist with Absolut! Summer is a time for freedom and escape, for cutting loose with friends and taking a break from routine. So, this year, to help keep things fresh, we helped Absolut put a new spin on summer with creative cocktail recipes and party inspiration. Show stopping retail POS puts shoppers in the mood to let loose, and invites them to “Reinvent Summer” with the help of Absolut.
Circles are the New Slice
Introducing Pizza Hut Sliders
What better way to bring in the new year than with a whole new way to eat pizza? Pizza Hut wanted to change the way people eat pizza by introducing a product that allows everyone to get exactly what they want. Through mixing and matching toppings on individualized pizza’s rather than compromising on a big pie, they did the impossible: Make everyone happy. We’ve created innovative POP elements, and a microsite to support the 3in’ pies and play off the Big Pizza Sliders.
Big Things Happen Here
The DCVB launches a new campaign
With other cities capturing tourism and convention share, the Dallas Convention & Visitors Bureau needed a new image—one that would shine a spotlight on the city’s rapid growth and not only attract visitors to the city but reignite Dallasites’ passion for their city. The resulting campaign, Big Things Happen Here, highlights Big D in a unique and unexpected way. Because Dallas is way more than big hair and big buildings, it’s about BIG moments that can only happen here. Print and outdoor ads ran in major cities across the U.S. and came to life locally in a way that allowed residents to put themselves in the middle of the action. Six-foot “B” and “G” installations were placed throughout Dallas overnight, and residents were encouraged to stand in between them, take a picture and tag it online #DallasBIG. It became an unobtrusive way to let people know that “Big Things Happen in Dallas” and that anyone can be in the middle of it. By empowering the citizens of Dallas to share their BIG moments with the world, as well as give their friends a view of the city they love, we created a campaign that made both residents and local businesses excited to participate.
A Fresh Look
7 Eleven coffee gets a facelift
7-Eleven sells approximately one million cups of coffee per day. But those numbers have been declining in recent years thanks to a fiercely competitive category landscape. So we were charged with improving perceptions of coffee quality at 7-Eleven. And we decided to start where the coffee meets the consumer, with redesigned urn wraps at the coffee bar that convey an authentic and premium feel. This is just the first step, but it’s a pretty big one. Future awareness efforts in broadcast and outdoor, as well as new product releases will reinforce the notion that 7-Eleven is a coffee destination like no other.
Get the Skinny
Target and Diet Pepsi keep shoppers in the know
This March, Diet Pepsi unveiled their latest packaging innovation - the new Diet Pepsi Skinny Can – and invited Target guests to "Get the Skinny" before anyone else. Complementing the national campaign developed by our partner agency TBWA\Chiat\Day, we designed a custom program for Target that celebrated the launch of the new “skinny can” and rewarded people with savings just for buying Diet Pepsi and People® Magazine. Target has devoted almost 2 months of in-store activity to support this launch and the buzz for the program keeps growing – now that’s something to talk about!
Manage Business Not Printers
Partner Managed Print Services – SMB Launch Campaign
HP Partner Managed Print Services manages companies’ entire printing operations. To reach specific targets at those companies, we flipped the script on the expected B2B communication and broke through the sea of sameness by treating this as an aspirational consumer campaign. We concepted and executed a suite of assets from direct mail to web videos, directed specifically at relevant decision makers. Throwing printers out a window? Yeah, that was fun too.
Clean & Clear and Neutrogena Team Up for Back to School
For back-to-school shopping, skincare isn’t topping anyone’s list. Until this year! For the first time in Johnson & Johnson’s history, Clean & Clear and Neutrogena were big players during the back-to-school time frame, securing prominent in-store displays at Walmart, Target andWalgreens. At Walmart, girls were rewarded with a free Teen Vogue subscription with purchase. (Check out those die-cuts!) At Walgreens, shoppers could win an HP laptop. But the back-to-school coup of them all was the Target program. No, you are not seeing double - we landed two end-caps, and got more than we asked for when Target chose to support specially designed totes for a cause. With the addition of dedicated media, including custom vignettes on MTV, print advertorials in teen magazines and PR with teen bloggers, TracyLocke led the way for Clean &Clear and Neutrogena to become back-to-school essentials.
Introducing The Next Big Thing
The launch of the Galaxy S® 4
When it came time to launch the Samsung Galaxy S® 4, we were asked to do it in a big way. Having just weeks until the release, we had to create a VIP kit to go to influencers and carriers. The kits included a new Galaxy S 4 device with accessories, a welcome letter and a brochure. The most challenging part was writing, designing, and shooting a 30-page brochure in just 3 weeks. But in the end, thanks to an enormous team effort, we got the kits in the hands of some lucky VIPs before the launch date. And that made THE NEXT BIG THING a really big hit.
10 Bucks Your Choice
Pizza Hut plays it up on social
For over 3 years, the $10 Any campaign has been a success at Pizza Hut. We were challenged to keep things fresh with an integrated campaign highlighting the deal’s value and variety, while reinvigorating consumers to experience the brand in a whole new way. A microsite was created to showcase many of thousands and thousands of possibilities of ANYs you could create for $10. With incentives like winning FREE pizza and three grand prizes of $10,000 for building a digital ANY, it soon became Pizza Hut’s most successful email acquisition program. In the three weeks it was live, the site acquired more than 190,000 new Hut LoversTM email program members.
Flavors Brands Refresh!
2012 Mirinda & 7UP International Look & Feel
Two refreshing sodas refresh their looks! New campaigns from 7UP International and Mirinda help the brands come alive for fans across the globe. With Mirinda’s new Free Your Fun Side campaign, the ordinary becomes extraordinary, turning boring situations into moments of fun. One gulp of Mirinda’s fruitastically intense yumminess, and suddenly life is brighter and the world becomes more fundelicious. On 7UP, this update of the Shape 7 campaign ties the refreshing fun of cooling off to the uplifting feeling you get from drinking 7UP. Green colors hint at the taste of lemons and limes, and moments of simple joy come together to form the iconic 7UP logo.
Performance Starts Hear
Polk Audio changes the game with new sports headphones
For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!
The Flavor of a Makeover
7-Eleven gets a new look
In Southern California, 7-Eleven has made significant investments in the renovation of their stores, which include upgraded interiors, new coffee bars and an array of new hot food items. Once the renovations were completed, we were tasked with creating a campaign to help convince people that 7-Eleven is more than just a convenience store, and ultimately to drive store traffic and increase sales. Our idea was to brand 7-Eleven as the place you go to put the flavor in every occasion – whether it’s an ice-cold Slurpee® after a Little League rally, a Big Gulp®, Southwest Turkey Sandwich and chips for a road trip, or an Energy Drink and Beef Mini Tacos that get you through all-nighters. The integrated campaign came to life across a variety of media in and around the marketplace.
Dew does skate content different
Come, grasshopper, and learn the ways of skate! How better to bring Mountain Dew’s “It’s Different On The Mountain” attitude to life, than by making a skate video unlike any other? Enter Paul Rodriguez, the master, taking two of his young protégés, Theotis Beasley and Keelan Dadd, on a journey to challenge the city they call home. Shot in iconic skate spots around Los Angeles, the tale unfolds as the 3 skaters travel around town slaying it on their skateboards. And when they were done, Mountain Dew and its skaters had conquered, not just LA, but Dew Tour audiences everywhere.
Take Pizza Night from Fun to Phenomenal
Pizza Hut leads in innovation once again
In a season dedicated to new beginnings, Pizza Hut wanted to blow the doors off the competition in April with an innovative product so crazy, so cheesy & so out of this world, it was named “Crazy Cheesy Crust Pizza”. With a pizza this unique and delicious, we took the print, point of sale, email, and social media to a whole new level of extreme. We did the first ever “double cheese pull” and partnered with Dude Perfect to bring the crazy to pizza. With this campaign, we gave consumers permission to get a little crazy and take Pizza Night from Fun to Phenomenal!
I'll Drink to That!
Goody Goody Liquors Inc. Rebrand and Campaign Rollout
Dallas-based Goody Goody Liquors Inc. opened their first store in 1964. Their commitment to fair prices and top-notch customer service helped them grow to 20 locations across Texas with very little need for advertising. But then the landscape changed. Facing the effects of aggressive new competition in the DFW market, Goody Goody teamed with TracyLocke to articulate their brand promise and translate it into a complete rebrand, starting with a new logo and evolving into an integrated advertising campaign. The “Toast of the Town” campaign uses humorous and genuine toasts to set Goody Goody apart from the competition, with executions coming to life in print, OOH, radio, street kiosks, delivery trucks, in-store and more.
Not Your Average Barbershop
The Arcade in Dallas TX
Where can you get a haircut and a Stratocaster? Check out a barbershop called The Arcade. Cookie-cutter haircutting franchise? Uhhh…No. The Arcade is a funky barbershop that also sells and trades guitars and music equipment. What it needed was updated branding that matched its barbershop, guitar-swap essence. We created and launched an identity campaign that celebrates the soulful vibe of this Dallas landmark, featuring lyrical messages about looking sharp and sounding even better. The results? Walk-In business has tripled. Stop by. The Arcade is the only barbershop where you can leave lookin’ like Clooney, and soundin’ like Clapton.
Love Every Sip
Diet Pepsi 2013 Brand Platform
In 2013 we’re making Diet Pepsi all about love - for the product, and every moment of every single day. We created an entirely new brand platform and asked our consumers to ‘Love Every Sip’. Fan favorite and Diet Pepsi loyalist Sofia Vergara is back to launch our ‘Love Every Sip’ campaign, which includes everything from in-store activation to national radio spots. To complement our new tagline, we spread the love on Valentine’s Day with our one-of-a-kind, limited edition heart cans. With a new voice, look, and even love-inspired packaging, ‘Love Every Sip’ has made a big splash nationwide.
My Plate. My Way.
Buffets, Inc. serves up customization
How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.
In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.
The Carly Effect
T-Mobile Takes Over Dallas Transit with Mobile Broadband
The TL T-Mobile team recently got the opportunity to blanket our own city of Dallas in creative thanks to a local push for T-Mobile’s Mobile Broadband service. Starting at Mockingbird Station and radiating outward at bus kiosks across the city, we placed ad after ad featuring contextual headlines communicating the obvious benefit of Mobile Broadband—the ability to richly connect to the Internet from virtually anywhere.
Imagine yourself in a Dallas Area Rapid Transit (DART) train, riding home to the ‘burbs from work, wishing you had something to watch to pass the time…or for the workaholic, a way to keep in touch with the office. Then your train rolls past a life-size T-Mobile Carly, who shows you a way to make this simple dream a reality for only $29.99/mo.
With a deal so great, we probably just needed one. But placing headline after headline along transit lines insured that the Mobile Broadband message hit home.
So, the next time you’re riding DART, maybe you’ll come to a moment of clarity--“Hey, I could be watching streaming TV right now instead of staring out the window of this train. What am I waiting for?”
It’s an easy sell, really. And we have to admit—the sight of all that beautiful magenta always brings a tear to the eye.
You Are What You Tea
Lipton Iced Tea nurtures its natural side
This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.
If You Build It, They Will Come
Pepsi Max brings MLB legends to life
Inspired by TBWA's national Pepsi Max/MLB TV ad, we created the "Field of Dreams" engagement program to capture the attention (and imagination) of baseball fans everywhere. The idea was simple – "If you build it, they will come". The program allowed fans to not only build a dream team of the greatest MLB players of all-time, but it also gave them the chance to actually play a game against them in their own hometown. In-store promotion and online advertising spread the word and drove consumers to vote at the microsite on MLB.com. The dream finally became a reality on May 12th, 2012 when over 10,000 fans showed up to watch their favorite legends take-on the winner and his friends in Columbus, Ohio. With over a million votes cast, and national coverage for the game itself, Field of Dreams 2.0 is ready to step up and knock expectations out of the park.
Hugs for Barilla
Barilla launches “The sauce that hugs our pasta."
Barilla is the number one selling pasta in America. Barilla sauces are not. No wonder Barilla wanted to tell the world their sauces and pastas were “made for each other.” Their national campaign used the metaphor of Romeo and Juliet to highlight the love between Barilla sauces and pasta. The challenge to TracyLocke: take a more product benefit focused approach in-store, while keeping it emotional. Research showed us New Barilla sauces are so think and rich, they actually cling to the pasta. That fact proved to be the inspiration for our activation idea: “Barilla. The sauce that hugs our pasta.” After all, who doesn’t love to hug? Especially Italians! Our hugs theme worked beautifully in-store, and also inspired our national promotion, which gave consumers the chance to “Hug your family in Italy.” Our idea was also extended to the work done by other agencies. Based on our concept, The Perfect Hug photo contest was highlighted on facebook, and a Send a Hug Day was created which allowed consumers to help donate 40,000 meals to Feeding America, just by sending a hug. Based on our work, we were also given the honor of writing the copy on every jar of new Barilla sauce. Hugs all around!
Crime Fighting QR Codes
HP Protects Against Counterfeit Ink
The Counterfeit ink business is booming. Each year, consumers are fooled into thinking they are buying Original HP Ink and Toner. And because counterfeit ink fails 1 out of 3 times, it's costing them money. Not to mention all that lost revenue for HP. To combat the issue, HP developed on-pack holographic security QR codes. Consumers simply scan the code to make sure they are getting Original HP ink, giving them piece of mind. To get the word out, we created a campaign that put the crime fighting QR code front and center. And, why just talk about authentication when you can show it in action? Each ad utilizes a fully functioning holographic QR code that when scanned, takes shoppers to a mobile site walking them through the HP verification process. Just that easy. This fully-integrated approach worked in print, direct mail, email and digital advertising.
Google's Art, Copy & Code team created an in-store mobile game experience that shoppers can access through any mobile device. And the experience goes with Target guests as they move through the store and discover codes that unlock new games, levels and characters.
With Bullseye's Playground, Target has an in-store experience that sets it apart from any other large retailer and lures in anyone looking for a more fun, less stressful shopping trip.
Try it out and let us know your thoughts!
Did being open on Thanksgiving actually help or did we just shift "Black Friday" earlier? Did having bigger deals just temporarily shift dollar spend?
"Among the highlights:
■ Brick and mortar sales were essentially flat—down -0.5%—for the combined Thanksgiving and Black Friday sales period as reported by ShopperTrak, which is typically among the better estimates available for stores. Its estimates are based on store traffic measured with devices in stores.
■ Online sales estimates from IBM and comScore range from high single digit to strong double-digit gains. IBM Digital Analytics reported online sales up 14.3% on Thanksgiving Day and up 9.5% on Black Friday from a year ago. comScore reported online sales growth of 32% on Thanksgiving Day and 26% on Black Friday. Estimates from both sources are based on measures of online traffic.
Read more (you'll need your KANTAR login)
Or is "everyday Black Friday and everyday Cyber Monday"?
Not sure if you've been in a RiteAid lately. I know it's been a few months for me personally, but today i was in a hurry and really needed a cold beverage. I stopped in and WOW was I impressed. All new beverage cold vault, brightly lit make-up / nail "bars" that would put CVS to shame and they even had a open beverage cooler as an endcap with some milk, eggs, and yogurt in it.
A few months ago RiteAid published that one of their key initiatives was their Wellness Store remodels and holy smoke does the store look nice now.
I urge you all to give RiteAid a second look and stop on in to see all the changes they've made. (190 East Ave, Norwalk CT)
Remember the other day when I posted about walmart honoring some online retailer prices? Well. They had to amend their rules since some people where taking advantage. Very interesting to see how quickly people found loopholes Read more. http://cnb.cx/1BQOOer
Target's app uses location-based tehcnology that links products with store maps. On Black Friday, the app will also provide door-buster deals at specific Target store locations.
(In-store mapping is something BTW that Walgreens and Aisle 411 have been doing together for quite some time.. but I'll post about that some other time)
Read more here:
Read about how a regional grocery store, Lowe's, upgraded their stores.
Very interesting to see how inspiration can really come from anywhere...
It's very clean, fun / interesting and I can't wait to check it out on my next road trip to VA.
Walmart thinks so. wonder if lower gas prices will have an affect on online sales Read more here: http://cnnmon.ie/1sKF3oJ
Most of us are already aware of Walmart's Savings Catcher, but read about how 5 retailers are changing retail.
Hointer, Walmart, Tesco, Sephora, and Nordstrom are featured in this article.
How can we continue to bridge social / digital and retail to drive engagement with our brands and shoppers
We at TracyLocke, Wilton, tore down our walls about 5 years ago. Twenty years before that, The Berlin Wall, all 96 miles, was torn down, piece by piece.
I have a chunk of the wall chistled that day right now in my office! Stop by to touch it!
And if you haven't seen the photos from Sunday where 8,000 glowing balloons marked the former route of the wall, and then were released, one at a time, here it is. So what does this have to do with marketing? Each balloon was sponsored by either a person, a charity or a company such as Audi or Freidrich. How's that for irony?
Gail Sheffler originally shared this TED talk with me and I believe that it is worthy to share to all.
How are you sitting in the meeting you are in right now? How do you prepare for a presentation? Do you feel confident?
Amy Cuddy (2nd talk on the page, scroll a bit down) shows us how to "Fake it until you beome it". Simple poses you can do for 2 minutes that help your body change your mind. Enjoy!
Target is trying to get a head start on the holiday season. They (via their Cartwheel app) have started a "50% off a hot toy for the next 50 days" this will help them to offer exclusive savings to their guests, have their guests come back daily to see if it's a toy on their childs list, and create a sense of urgency (today only)
Honda is making the news with the upcoming european release of the most advanced Honda Civic Type R ever made. W+K created an interactive video that shows that the car is at home on the track as well as on everyday streets. Just hit R on the keyboard and watch the Honda turn into a escape vehicle http://www.hondatheotherside.com
Walmart is in discussions to determine if they should move forward with price-matching online (for say Amazon.com).
The exec's are just determingin how much the company may lose if the program were to go nationwide.
"If the program comes to fruition, Walmart would be joining the likes of Best Buy and Target, which previously implemented online price-matching programs to keep customers from browsing items in their stores, only to make purchases online from competitors like Amazon."
Very interesting to see how this moves forward.
The result of more than two years of exploration and research all centered on one design goal: to create a more interactive and inviting store environment.
AT&T said everything about the store is designed for ultimate flexibility. The store layout will highlight AT&T's products and services, devices and accessories across three unique "zones". See below for details.
- Connected Experience Zone features "lifestyle vignettes" that offer customers a glimpse of how products can be used in customers' everyday lives. These lifestyle pavilions will highlight categories such as music, home security, entertainment and more.
- Community Zone, featuring "community tables" that let customers shop and play in an open and interactive space. This space has apps, accessories and devices on display to show customers how they can work together.
- Zone with "explore walls" that showcase AT&T's diverse device line-up and accessories complemented by digital monitors with product information.
A very interesting way to both retain loyalty, drive new news, get new consumers and combat showboating.
In case you haven't heard, the switch has been flipped on Apple Pay with the iOS 8.1 update. Some of your favorite retailers now accept NFC payments from iPhone 6-toting customers.
But not all retailers have accepted it with open arms. Even the ones who unofficially supported Apple Pay at launch (i.e. Rite Aid) have since abruptly pulled support. Yesterday another one of the nation's largest retailers, CVS, officially issued a block on Apple Pay support.
Why is this happening?
TechCrunch published a lengthy piece on why some of the biggest retailers — from Walmart and Target to 7-Eleven and Wawa — have decided to reject the biggest push into NFC payents from a biggest name in tech.
The reason: MCX's CurrentC payments platform.
In an attempt to avoid the 2-3% credit card fee that retailers are charged per trasaction, they are banding together to support a mobile wallet platform that pulls from customers' bank accounts instead.
Loyalty rewards and discounts are automatically applied at checkout, but TechCrunch is calling the QR-code based payment process "clunky," while John Gruber pegs the coalition of retailers as being "based more around solving the retailers’ credit card fee problems than the consumers’ payment friction problems."
Will CurrentC find an audience, or will it go the way of the dodo, simultaneously creating ill-will for the retailers backing it? In either case, you should learn more about it.
Storytelling in marketing and advertising has been all the rage for the last 5-10 years. But there's a new term in town - storymaking - how brands today are activating their customers and turning them into not only evangelists but also publishers.
I took a look at the implications of storymaking and highlight three brands that are already ahead of the curve.
Read the full article here >> http://www.saydaily.com/2014/10/storymaking
Just puiblished insights from WM's analyst meeting. Basically, it's their 3 top goals for 2015 and beyond.
1. Thorough rethinking: Walmart knows they need to adapt to effectively reach today's shoppers. Expect to see an increase in digital initiatives, smaller stores and a focus on fuel, fresh, digital connections. Now is the time for brands / manufacturers to advise WM on their specific categories and smaller store dynamics.
2. Invest over harvest: Priority is growth. THis means more investments in fresh, in-stocks and faster check-out experiences (gasp). Expect some big changes in-store, changing merchandising, and other trip-driving services.
3. Disruptive Innovaiton: Walmart wants to test "go to market approaches", learn from the failures and make them better. (some examples would be the canceled Scan&GO self-checkout,l aunch of e-receipts)
How can our clients continue to help WM deliver on their EDLP but also help shoppers with fast and easy shopping trips?
Check out the full article: (you'll need your Kantar login) - http://bit.ly/1sXFpvQ
Check out how Target is using Instagram for DIY Halloween. Obviously, the items they use can be purchased at Target stores. very interesting. check it ou