Cannes Lions
McCANN ERICKSON NEW YORK, New York / MASTERCARD / 2008
Awards:
Overview
Entries
Credits
Execution
For the three previous years, we had made Peyton Manning the fan of the football fan. His upbeat, friendly personality made him the perfect guy to cheer everyone on.
This year we decided to take it a step further. We decided that Peyton Manning could give America Pep Talks. One person at a time. On all manner of subjects.“Priceless Pep Talks” featured Peyton giving consumers advice on overcoming life’s everyday tribulations in a one-on-one format. A number of satirical “Priceless Pep Talks” were created, covering a variety of topics like hair care, dating, and meeting new people. Targeted print, TV and site-specific rich media drove people to priceless.com/peptalks, a comprehensive micro-site where 12 Pep Talks could be viewed, personalized (with one of hundreds of names) and sent to a friend via email or mobile phone.
Outcome
The uniqueness of this program helped it break through the white noise of competitive sweepstakes with three truly priceless experiences delivered in a different, surprising and personal way. The industry overwhelmingly responded. We are midway through the program and the media coverage has been outstanding. Outlets including Fox News, MSNBC, Adcritic, AdWeek, New York Times & LA Times have buzzed about the program before and after launch. Additionally, initial consumer response has been exceptional and they seek more information on our website. Consumers spend nearly 5 minutes on the site – twice the average - exploring the details of the program.
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