LCBO's "Deflate the Elephant" is a great case study of integrating online & offline marketing with a consistent message and call-to-action.

1. BrightSpots talks
Marketing Integration
Presented by: Leslie Hughes
leslie@punchmedia.ca
Twitter.com/punchmediadotca
Facebook.com/punchmediadotca

2. Integrated Marketing
 Marketing should be integrated across
various channels for maximum impact.
 “Deflate the Elephant” (LCBO) is a great
example of a strategy that reaches the
consumer at various points with consistent
messaging.
 Agency = Due North Communications

3. Deflate the Elephant : LCBO
 Goal: put users in a hosting situation where they
needed to stop a friend from drinking and driving
 Printable tips and facts were seeded throughout
the scenario.
 Spokesperson:
Cocktail Deeva
 Most call-to-action
is to website:
www.deflatetheelephant.com

4. Facebook
•Landing page
with pledge
•Videos with
non-alcoholic
recipes
•Conversations
•Pictures

5. Twitter
New to the Twitterverse

6. iPhone App
 Speak Up!
Pre-recorded
messages ask guests
to plan ahead to
ensure they don’t
drink and drive at an
upcoming party
 The app also offers 50
delicious and easy-to-
make, alcohol-free
Mocktails for all guests
to enjoy.

7. Evite “Badge”

8. Party Posters

9. Web Video

10. Online Ads

11. TV Ads
 Two 15-second TV ads, Sports and Girls
Night, spoke to men and women separately
during gender-targeted programming, and
digital boards in
men’s washrooms
across the GTA
aired the Sports
spot.

12. Print Ads
 Promote “Speak Up” ad
 “Break the ice without
breaking the mood”
 CTAs = website &
Facebook

13. Print Ads
 Print ads in Food & Drink
featured people at a
social gathering casually
talking and ignoring the
elephant in the centre of
the room.

14. In Store
 CTA = drive traffic to
the site, using the
elephant icon and
the website address
along with the
challenge to speak
up and save a life.
 Paper bag promos

15. Events : Rogers Cup
 Shuttle Program that
delivered the message
in a fun and interactive
way
 7000 fans took
advantage of the
complimentary shuttle
Source: http://www.tigrispersonnel.com/lcbo-deflate-the-elephant-shuttle-rogers-cup/

16. Events : Shuttle

17. What does PUNCH!media do?
Quite simply, we are extremely passionate about
word-of-mouth marketing.
We are experts in Social Media.
We train businesses to help win friends (clients) and
influence people (to buy).
We stay on top of the current trends so you
don’t have to!

18. Want to learn more? Be sure to…..
 LIKE us:
www.facebook.com/punchmediadotca
 Tweet with us:
www.twitter.com/punchmediadotca
Hire us! 647-272-5588
Learn MORE from us by joining our monthly
EMAIL list
www.punchmedia.ca/email.html