Haley Miranda Group - Capabilities Overview

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Services and Case Studies for our full-service agency including events, promotions, and digital.

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Haley Miranda Group - Capabilities Overview

  1. 1. CASE STUDES & CAPABILITES2013
  2. 2. For the last 20 years, Haley Miranda Group has delivered strategic marketing programsfor some of the most recognized and well-respected wineries in the country, includingRobert Mondavi and Chateau Ste. Michelle.Utilizing our strengths as a boutique agency with full-servicecapabilities, HMG can create a wide array of consumerprograms for your company, with specialties in EventProduction, Promotions, and Interactive Social Engagement.HMG will bring a personalized, rapid-response, flexibleapproach to every marketing need, offering your companyinnovative, cutting-edge conceptualization while delivering quantifiableROI and beneficial relationships that build long-term brand achievement.About HMGHaley Miranda Group is my go-to agency.Promotions, sweepstakes, online campaignsand huge events – they can do it all.Beth ParksDirector of MarketingScripps Networks Interactive, Inc.haleymiranda.comWORLDMARKET.COMCHANNELClients
  3. 3. ServicesExperientialGuerrillaStuntsMobile ToursMulticulturalSponsorship ActivationSamplingWeb Design & ProgrammingAdvergamesSocial Media EngagementIntegrationMobile MarketingDigital EngagementEmail MarketingSweepstakes, Contests, GamesMobile ToursPromotional RadioPartnerships &Tie-insRebate ProgramsIncentive ProgramsDirect MailLogistics & Fulfillment Services
  4. 4. Target Spring BrrrrreakOne of Target’s brand promises is toconstantly find new, exciting ways tosurprise and delight the public. So, aftertwo years of executing successful SpringBreak events for the retail giant, they toldus they were throwing in the towel, unlesswe could come up with an idea so delight-fully original they couldn’t say “no.” So wecame up with a very cool idea – the FIRSTICE RINK on the BEACH ever.It was a Target winter wonderland on thebeach. Students came in droves to skate,play games, sample Target’s Archer Farmssnacks and freshen-up with groomingessentials from Unilever and Axe.ResultsTarget was the coolest destination on thebeach that summer, touching over 50,000college students with their “Expect More”brand message and partner sampling. Theevent also triggered an avalanche of pressand promotional radio exposure.Case Studies
  5. 5. Shades ofOur Community TourHMG produced and executed the Shadesof Our Community Tour to drive tune-inand awareness for African-American fo-cused shows on four Turner Networks (TBS,CNN, TNT and CN).Shades of Our Community made a splash athigh-traffic African American festivals andfairs in ten AA markets across the U.S.Built upon the concept of communitytogetherness, the event delivered anarray of activities, including a custombutton making booth, family portraitstudio, dance-offs, health screenings,games and giveaways.ResultsThe Shades of Our Community Tourtouched over 1,000,000 people andgenerated heavy coverage by localnewspapers, community websites,and radio stations. The tour supportednumerous AA programs, CNN’s Black InAmerica.The season premiere of TNT’s HawthoRNe(after seven tour stops) ranked as ad-supported cables #1 program for the dayamong viewers and households. Meet theBrowns was the #1 program among targeteddemographics.Case Studies
  6. 6. Team CocoButton Booth TourHMG generated buzz and drove tune-in forTBS’s late night talk show, CONAN, with theTeam Coco Button Booth Tour –a memorable, interactive experience thatwas as quirky and loveable as ConanO’Brien himself. Targeted at affluent, tech-savvy CONAN fans, the tour stopped athigh-traffic retail locations, sporting events,street festivals and concerts in 18 markets.Fans lined up for the chance to createpersonalized “I’M WITH CONAN” buttonsfeaturing their face and Conan’s famousorange hairdo. Digital versions of thepersonalized buttons were available fordownload from the “Team Coco” microsite which exponentially spread the wordthrough social media platforms likeFacebook & Twitter.ResultsThe Team Coco Button Booth Tour wasa huge success, delivering hundreds ofthousands of targeted consumer andgeo-targeted Facebook impressions.Thousands of cross-channel CONAN tune-inspots aired, reaching millions of viewers.The tour achieved a hefty ROI driving tune-in for CONAN with the show’s to-datedeliveries up a remarkable percentageamong targeted demos.Case Studies
  7. 7. Reason for RieslingWine Tasting TourChateau Ste. Michelle, the leading producerof Riesling in North America, commissionedHaley Miranda Group to create an event thatchanged consumer perceptions about Riesling,one of the world’s most misunderstoodvarietals.The Reason for Riesling Tour visited food,wine and music events events in sevenmarkets, pouring thousands of samples ofChateau Ste. Michelle’s range of Rieslingstyles.An aggressive social media campaignaimed at popular “mommy” and lifestylebloggers was launched to extend theReason for Riesling message. Bloggersresiding in our event markets receivedVIP invitations to the events, generatingadditional stories with personal touches.Promotional radio was used in eventmarkets to drive traffic to the events.ResultsThe Reason for Riesling Tour exposed tensof thousands of people to the wonders ofChateau Ste. Michelle Riesling at live eventsand reached millions more through socialoutreach and radio. CSM Riesling salesincreased after the promotion and Q4shipments up well beyond plan.Case Studies
  8. 8. Dragon FestHMG created and produced the DragonFest Tour to promote Cartoon Network’snew series, DreamWorks Dragons: Ridersof Berk. The highly interactive eventsfeatured a green screen photo experiencethat allowed fans to jump right into theworld of “Dragons,” a “feed Toothless”toss game, a Viking-inspired prize wheeland plenty of premiums and giveaways.Brand Ambassadors – dressed in full Vikingregalia – engaged the crowds and spreadthe word about the new series. HMGcreated and managed a dedicated Facebookpage to generate additional buzz for theseries and the events.Local cable affiliates in tour markets wereinvited to co-sponsor the events in exchangefor running cross-channel spots for theshow.ResultsThe Dragon Fest Tour was a roaring success!Thousands of people were “touched” atour live events and tens of thousands ofFacebook fans were recruited in a fewshort months.Participating cable affiliates ran numerouscross channel spots for Cartoon Network’sDreamWorks Dragons: Riders of Berk,delivering hundreds of thousands ofdollars in unpaid media. The series scoredas the #1 telecast in its time period amongtargeted demos, earning significant double-digit delivery gains across the boardcompared to the previous year.Case Studies
  9. 9. CNN Essence Music FesitvalCNN asked us to create an impactful, on-the-ground presence at Essence Music Festival2012 that would help drive tune-in and deepenand redefine CNN & HLN’s brand relationshipwith the African American audience.In designing the space, we utilized interactive,“hands-on” experiences that would increaseawareness of the CNN family of brands in avery personal, real-world way, immersing visi-tors with interactive activities and kinetic videocontent.The three-day activation was filled with constantlychanging highlights including:• Talent appearances• On-air celebrity interviews• CNN green screen anchor experience• Free Wi-Fi access and phone chargingstations• HLN-branded “commuter” packs-to-go• Showcase of on-air and digital platforms viaprominent video wall• Energetic emcee to drive the action• Plenty of branded takeaways to furtherbrand exposure beyond the event.We have been CNN’s agency of choice inactivating their marketing presence at Essencenow for 2 consecutive years (2011 2012).ResultsThe CNN HLN Essence Festival activationprovided an exciting destination for consum-ers to interact with each of the networks. CNN HLN made 410,000+ consumer impressionsand over 25,000 direct consumer interactions.Case Studies
  10. 10. 2012 Hispanic AwarenessCampaignTime Warner Cable entrusted HMG with amassive push to generate Hispanic-marketsubscribers to their cable, phone andinternet packages. Haley Miranda Group’sjob was to provide event marketing andposition TWC as the leader in information,interactive technology and entertainmentcommunication, as well as to solidify themas the leader of Los Angeles sportsprogramming for the Hispanic market.HMG created and produced an array offantastic events at key festivals andlocations throughout the country, suchas the Indio Tamale Fest, the Los AngelesTaste of Soul and multiple Best Buylocations, creating opportunities for TWCbrand exposure, data capture/lead generation,games, direct sales and product demos.ResultsMore than 750,000 impressions weregenerated, over 15,000 branded premiumsdistributed, thousands of generated leadsand hundreds of direct sales! Hosted byHMG bilingual emcees, the events werefamily-friendly with participants of all agesenjoying all the games, dancing to livemusic and broadcast radio remotes anddemoing the latest in TWC’s interactivetechnologies.Case Studies
  11. 11. SWEEPSTAKES / CONTESTS / GAMES
  12. 12. Sweepstakes, Contests Game ExperienceHaley Miranda Group has years of experience successfully developing and administering sweepstakespromotions for high profile clients across all channels.HMG has administered and fulfilled hundreds ofsweepstakes and contests on local, regional andnational levels – offline, online and integrated.We handle every aspect of the process: planning,creative development, production, programming,legal, rules, bonding, state registrations,winner notification and prize fulfillment.Accountability / IndemnificationWe understand the potential liability that a sweepstakes canrepresent and approaches every promotion with extreme caution anddiligence to protect our clients.HMG vets all consumer-facing promotional elements with the law firm of Loeb Loeb, industry leaders inthis legal discipline. HMG takes nothing for granted. We have never had a legal challenge to any of ourprojects.In addition, HMG maintains an errors and omissions insurance policy that names our clients and protectsthem with $5 million in coverage.ValueOur sweepstakes administration fees are extremely competitive, and all-inclusive, unlike someof our competitors who charge a low basic fee that does not cover all necessary services.
  13. 13. Promotional Services§  Website design, programming hosting§  Creative design copywriting services§  Custom web applications§  Legal advice and counsel§  Official rules development§  Registration bonding§  Winner selection, validation notification§  Data collection / data entry§  Affidavits Liability Releases§  1099 documentation filing§  Secure PO Box§  Winners list rules request processing§  Indemnification insurance§  Online moderation entry screening§  Marketing to minors (COPPA CARU compliance)§  Independent judging arbitration§  Tracking reporting§  Email integration§  Print production management§  Prize sourcing fulfillment§  Secure storage warehousing§  Travel management coordination§  Partnership managementProject Experience§  Online sweepstakes§  Instant win games§  Skill contests§  In-store / Retail§  User-generated content contests§  Social media promotions / Custom Facebook apps§  Mobile / SMS§  Text to Win§  Watch Win§  Advergames§  Collect Win / Scratch-off / Decoders§  Social media integration§  Charitable promotions§  Viral promotionsSweepstakes Partners
  14. 14. Cost Plus World MarketLife of Pi SweepstakesTo support the partnership between CostPlus World Market and 20th Century Fox’sAcademy Award winning film, Life of Pi,HMG created an online sweepstakes togenerate awareness, increase consumerinteraction and build the specialty retailer’sconsumer database. Consumers could entervia a micro-site, or through Cost Plus WorldMarket’s Facebook page for a chance to wina trip to India. To further support sweep-stakes entry, HMG secured media on KTLAin Los Angeles.ResultsRichard Parker would have roared his ap-proval! The sweepstakes produced morethan 600,000 entries while client email sign-ups reached more than 75,000.HMG Servicesn Website Designn Promotional Administartion/Legaln Web Banner Creationn Prize Fulfillmentn Promotional Media Procurementn Prize FulfillmentCase Studies
  15. 15. Style Search ContestLevi’s are the original jeans. They are themost successful, widely recognized andoften imitated jeans products in the historyof apparel. But times are changing andcurrent market drivers – college students– weren’t tuned in to Levi’s. To help Levi’sincrease brand awareness among elusivecollege market, HMG created a relevant,multi-faceted program that reached studentswhere they live – online and on campus.We created Style Search, a nationwidemodel search executed online and oncampus at Levi’s pop-up stores to find afew good faces to star in a Levi’s advertisingcampaign. Students uploaded photos ofthemselves in their favorite Levi’s jeans andencouraged friends to vote for them online,increasing web sign-ups tenfold. Winnerswere featured in a national Levi’s “Style forEvery Story” print campaign which celebratedthe personal connection people have withtheir Levi’s jeans.ResultsThousands of entries were received duringthe 7-week promotion. The contest homepagereceived over tens of thousands of hits, andthousands opted-in to the database.Case Studies
  16. 16. Unlock the tC Road TripScion is a unique car brand that targetstrend-setting young males by activelysupporting emerging talent in the arts,music, design, and racing.To help launch their next-generation Scion tC,the auto maker needed a concept thatleveraged their hip lifestyle associations anddeliver fast and sustained awareness onlineand via social media.HMG took the wheel, creating the Unlockthe tC Road Trip Game – an 8-week, multi-stage, virtual journey across the USA thatchallenged players with mini-games andtrivia questions. Scion’s music, art, racingand lifestyle sites were incorporated intothe gameplay to give players meaningfulinteraction with the brand culture.ResultsThe Unlock the tC Road Trip Game was aroaring success with over 60,000 uniquevisitors and a stage-to-stage retention rateof over 94%. Returning visitors spent morethan 5 minutes on the site. Facebook wascrucial to success of program. Of the userswho clicked through from Facebook, 27%went on to create a new account.Case Studies
  17. 17. Win It Like A NewlywedPartnershipHaley Miranda Group created a matchmade in heaven between eclectic homefurnishings retailer Cost Plus World Market(CPWM) and Game Show Network’s hit series,The Newlywed Game.Able to show-off their creative décor selectionsto consumers nationwide, CPWM took overThe Newlywed Game set for a full week,giving each daily segment it’s own unique,World Market look and feel. In addition,a month-long online sweepstakes wasco-branded by both partners, with the grandprize being a Bahamas getaway sponsoredby honeymoon favorite, Sandals.CPWM’s goals were to drive sales, buildonline traffic and promote data capture forpotential new customers. The NewlywedGame was thrilled to have an opportunity tocapitalize on CPWM’s extensive and passionateonline and in-store consumer base.ResultsBoth partners said an emphatic, “I do!”CPWM received more than $2MM in mediaexposure, while The Newlywed Gamereached a whole new audience, generatingmillions of impressions both online andoffline. In addition, the co-branded sweep-stakes was a wedding gift you’d never takeback – nearly 280,000 sweepstakes entriesand 48% opt-in rate for participants askingto receive future communication from CPWM.Case Studies
  18. 18. American Film Institute100 Years,100 MoviesSweepstakesHMG produced this classic, integratedpromotion to drive viewers to AFI’s 100Years…100 Movies telecast and increasesales of partners’ nominated movies.The destination website combined anenter-to-win contest with an e-commercefunctionality linking visitors to Best Buy’sDVD store to purchase winning movies.Traffic to the site was driven by a fifty-marketradio promotion and online partnershipswith entertainment sites.HMG Servicesn Promotional Website Design/Programmingn Collateral Designn Promotional Radion Sweepstakes Administration/Legaln Digital Engagement Campaignn Prize FulfillmentCase Studies

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