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When Energizer decided to be a sponsor of the 2010 Toronto International Film Festival they came to Simon Pure Marketing to bring the program to life. What we delivered was a fully integrated program including digital, experiential and promotional touch points.
The contest drove consumers online and challenged them to create an iconic “movie still” by dragging and dropping the Energizer Bunny and assorted props onto 1 of 3 theatrical backdrops. Consumers earned one Daily entry and one Grand Prize entry for every “scene” they created. They were also able to earn bonus entries by posting to Facebook and Twitter.
Designed to leverage the web creative and overall hype-surrounding TIFF, freestanding product display units were coupled with shelf wobblers and danglers in major retailers across Canada.
The box was opened and a 6 foot tall “gumball machine” was rolled out. Consumers spent the next 5-days pushing the button and receiving two gifts and coupons from the hands of The Energizer Bunny. Why two gifts? This was also the Canadian reveal of Energizer’s new positioning around sharing and positive energy.
• Dance party “reveal” covered by The Globe and Mail, Global News and CHUM FM
• Over 50,000 samples and coupons distributed
• Daily lineups in excess of 65 people for 4 hour periods
As part of the TIFF sponsorship we had the opportunity to sample at selected TIFF screenings. In an effort to bring a more unique experience to TIFF consumers, the Energizer Bunny was brought to all sampling events, accompanied by 2 promotional team members. One to hand out bunny ears and other swag, while the other offered to take pictures of filmgoers and passer-bys with EB. People who had their pictures taken were encouraged to visit EB’s Facebook page and “tag” their photos.
• 400+ photos of EB with consumers posted and tagged on Facebook.
CAPCOM
Energizer
Nissan
Mill Street
Curiosk