Beneficial Leverages Gamification to Draw Consumers
The Beneficial Driver’s Seat tour zoomed into 18 NASCAR racing venues, entertaining visitors with a variety of interactive elements. The 60-foot-by-70-foot environment featured motion-based racing simulators, which allowed four drivers to compete head-to-head in replica cockpits, while a Flagman Stand let visitors pose for branded photos while waving a checkered flag. A video presentation showed...
Delta Paints the Sky Pink for Breast Cancer Awareness
Delta Air Lines painted the sky, or to be more exact, one of its 757s, pink to raise awareness of breast cancer and to show its commitment to finding a cure for the disease. Working with the Breast Cancer Research Foundation, Delta donated dollars raised from the sale of pink-and-gray branded t-shirts and in-flight sales...
9Lives Drives Market Share with Cat Adoptions
Facing soft sales, Del Monte’s 9Lives was determined to significantly grow its share of the dry cat food market in 2006 and ’07. Its objective? No less than a 10 percent spike. To do it, the company seized upon cat adoption, a theme that ties back to 9Lives’ first use of Morris as its spokescat...
BMW Ties Test Drives to Susan G. Komen Nonprofit
BMW has enjoyed a longstanding partnership with Susan G. Komen for the Cure (the nonprofit formerly known as the Susan G. Komen Breast Cancer Foundation)—2006 was the sponsorship’s 10th anniversary, and the effort had raised $9 million through its first nine years. The hook has always been simple: For every test mile driven, BMW contributes...