The document proposes an integrated branding campaign called "Dry the Losers' Tears" for Puffs tissues to celebrate sports victories. It includes sponsoring emotional last-second wins on ESPN, targeting losing team fans on Facebook after rivalry games, and encouraging banter between fans on social media for promotional opportunities. Mock promotional placements will also remind budget-conscious consumers of the perks of upgrading.

1. R
ART DIRECTO

2. CW- Matt Livengood matt.livengood@gmail.com
CW- Nicole Goss nicole.goss@gmail.com
“DRY THE LOSER’S TEARS”
An integrated branding campaign for sports fans.

3. Puffs will sponsor a segment on ESPN Sportscenter that will
celebrate buzzer-beaters and other emotional, last-second victories -
complete with shots of inconsolable fans and players.

6. Facebook users who list being fans of specific teams
will receive targeted ads for the Dry the Losers’ Tears
app immediately after a big rivalry game win.
Banners on espn.com will give non-Facebook users the chance to
e-mail coupons to the losing squad’s teary fanbase after the win.

7. Everyone who takes advantage of these opportunities will be encouraged
to take their snarkiness to Twitter – with potentially lucrative results.
The user’s Friends will then be alerted to the deed on their
news feeds - and get invited to join in the action.

8. Puffs will create a forum for banter among hoops diehards. Particularly
witty comments will be re-tweeted, as a way of giving props.
During the week leading up to intense match-ups, Puffs will ask fans
to make colorful, clever remarks about their rival’s shortcomings.
On the day before the big games, Puffs will select and re-tweet the
winning barbs. Their authors will get two complimentary tickets to
their team’s game.

9. CW- Matt Livengood matt.livengood@gmail.com
Simple placements to remind penny pinchers of the perks that come with moving up.

10. Mock front row tickets placed in cup holders,
or stuck on back of upper level seats in arena
venues for concert and sports matches.

11. Mock first class tickets placed
in seat pocket of coach seats.
Placement on back of
keycards in discount hotels.

12. Banner appears on Stub Hub when user
selects “nose-bleed” section seats.
Web banners appear on ticketing sites
when users select either flight or hotel.

13. Lighthearted outdoor campaign bringing a positive outlook
on something most people keep in the back of their minds.

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