"Butterfinger the 13th" PR Campaign

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  • Butterfinger’s brand manager says Lowe was hired because of his “extensive entertainment industry experience, intelligence, and sense of humor.” These attributes made him the perfect fit to direct and poke fun at the entertainment industry in behind-the-scenes videos. “ We’re clearly making fun of pop culture, directors, actors, and the ego involved, yet we were really creatign a movie. Part of it’s real and we promote it as real, but we never take ourselves too seriously.”
  • The End!
  • "Butterfinger the 13th" PR Campaign

    1. 1. BUTTERFINGER the 13th Chelsea Roadman & Samantha Carter PUR 3000.001
    2. 2. Campaign Basics <ul><li>Client: Nestle Confections & Snacks (Glendale, CA) </li></ul><ul><li>Agency: GolinHarris (Los Angeles) </li></ul><ul><li>Campaign Title: Butterfinger the 13 th : You can’t scream with your mouth full. </li></ul><ul><li>Duration: May 13 – Oct. 13, 2011 </li></ul><ul><li>Budget: Over $300,000 </li></ul>
    3. 3. <ul><li>YouTube Video: </li></ul><ul><li>Butterfinger the 13th Official Movie Trailer </li></ul>
    4. 4. Purpose <ul><li>“ We ’ ve been trying to not only interrupt consumers, but also provide valuable content and engagement. ” </li></ul><ul><li>- Butterfinger brand manager , Jeremy Vandervoet </li></ul><ul><li>“ We wanted to go beyond the traditional 30-second spot and use digital and PR to engage and provide something different. Our target audience is digitally savvy and consuming media in different ways. ” </li></ul>
    5. 5. Strategy <ul><li>Maintain “ edgy, fun ” brand known for innovation </li></ul><ul><li>Drive engagement through multiple channels during all stages of production </li></ul><ul><li>Contest: Consumer-generated-content </li></ul><ul><li>Social media: outreach </li></ul><ul><li>Media relations </li></ul><ul><li>Celebrity director: Rob Lowe </li></ul><ul><li>Appearance: Comic-Con </li></ul>-Nestle Confections & Snacks’ communications manager, Tricia Bowles
    6. 6. Director Rob Lowe Opinion Makers: The Celebrity Element
    7. 7. Tactics <ul><li>Campaign announced: May 13 </li></ul><ul><li>Updates given the 13 th of every month until Oct. </li></ul><ul><li>Released Oct. 13 at the 13 th hour (1 p.m.) on FB </li></ul><ul><ul><li>500 theaters </li></ul></ul><ul><ul><li>FEARnet (cable network) </li></ul></ul><ul><ul><li>Crackle (digital network) </li></ul></ul><ul><li>Social media </li></ul><ul><li>16 promo videos </li></ul><ul><ul><li>“ Making Of,” etc … </li></ul></ul><ul><li>Celeb director Rob Lowe </li></ul><ul><li>Entertainment Tonight and The Insider given insider access </li></ul><ul><li>LA Live premier event </li></ul>
    8. 8. Evaluation <ul><li>Sales : 2.5% increase (May to Oct. 2010  2011) </li></ul><ul><li>Facebook likes : 770,000 (May)  1.1 million (Nov.) </li></ul><ul><li>Twitter followers : 2,000 (May)  8,000 (Nov.) </li></ul><ul><li>Media Impressions : 500 million (goal = 100 million) </li></ul><ul><li>Coverage : CNN, MTV.com, USAToday </li></ul>
    9. 9. What next? <ul><li>Future </li></ul><ul><li>A new 2012 integrated campaign </li></ul><ul><li>No details currently available </li></ul><ul><li>Image Management </li></ul><ul><li>Recent Pawngo dispute following the Patriot’s Super Bowl defeat </li></ul>
    10. 11. <ul><li>Thank you! </li></ul>

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