Media > Use of Media
FACE & BODY PAINTING KIT
WONGDOODY, Seattle / ALASKA AIRLINES / 2006
Awards:
Overview
Credits
Overview
Audience
Because of the historic excitement of Seattle’s home team getting to their first-ever SuperBowl, our audience’s collective attention was directed to the game and everything leading up to it. By linking our message to the SuperBowl hype and home-team pride, our execution became part of the day’s shared celebration. Also, thanks to our ad being featured twice during national ESPN coverage, our message reached far beyond the reach of our original paid media, newspaper.
CommunicationGoal
Seattle-based Alaska Airlines has been a proud sponsor of the NFL Seattle Seahawks since 1976. So when the Seahawks made it to their first-ever SuperBowl, Alaska wanted to cheer (and leverage their longtime sponsorship) as loudly as possible on a small budget.
Effectiveness
The Face and Body Painting Kit took Seattle by storm. The ad was featured twice during ESPN’s national game-day coverage, contributing $400,000 in unpaid PR. Hawksbluegreen.com, the site created to let Seahawks fans post photos of themselves covered in blue and green ink, received over 220,000 hits in two days.
Implementation
Newspaper allowed us to deliver a brand message to our audience at a precise time: SuperBowl Sunday. The Face & Body Paint Kit’s ideal placement (center-spread in the SuperBowl section) and striking appearance ensured the target’s attention. Thanks to the extremely interactive nature of the execution, the audience embraced our brand message not as an advertisement, but as a memorable part of their SuperBowl experience.
MediaStrategy
More than ever, online content is the preferred venue for “interactive” communications. However, we recognized print, and specifically newspaper, as being a highly underutilized interactive media. First, newspaper allows far more time-specific communication with consumers, reaching a large audience within a small window of time—in this case, SuperBowl Sunday. Second, newspaper’s tangible, hold-it-in-your-hands nature can create a more intimate, memorable interaction with the consumer. Finally, by linking the newspaper content to an online component, we were able to not only create an extremely interactive, time-specific communication, but consumers could then join and interact with a larger community.
More Entries from Best use of Newspapers in Media
24 items
Best use of TV
CLOCK
PROCTER & GAMBLE, OGILVY & MATHER SANTIAGO
Best use of Sponsorship
THE PAULISTANO CHOIR
PFIZER, JWT BRAZIL
More Entries from WONGDOODY
24 items
