Shopper Marketing - January 2016 - 38


PROGRAMS

The campaign runs the entire National
Football League season, from Aug. 27, 2015,
through Feb. 7, 2016, all the way through the
Super Bowl. Participants can enter a sweepstakes on a promotional website (TailgateAtYourPlace.com) and gain additional entries
via games, quizzes and recipe submissions.
Grand prizes include a check for $8,000, a Best
Buy gift card for $2,000 and six months of free
pizza for the entire football season. Instantwin prizes include Visa gift cards, Fanatics.
com gift cards and pizza prize packs.
Because fall is a key selling season for the
pizza category, Schwan directed its sales
force to obtain quality merchandising with
retail partners to align with this promotion,
as well as with its coupon efforts and shopper
marketing activations. To date, the company
is meeting its objectives, Goldsmid says.
Success metrics included site traffic figures and number of registrations. Schwan is
looking at measurements for depth of engagement with its promotional site such as
viewing and uploading recipes and party tips,
playing customized games and downloading
coupons. 
The company worked with a number
of partners to make this campaign a reality: digital, HelloWorld, Detroit; marketing
agency, Edge Marketing, Chicago; package
design, Periscope, Minneapolis; public relations, Spong, Minneapolis; media placement,
Haworth, Minneapolis; and digital and social
advertisement, Space150, Minneapolis. 
"The program is a digital destination used
to drive consumers from online to offline and
offline to online," says Clare Beck, account
director at HelloWorld. "We provide coupons
38

y SHOPPER MARKETING JANUARY 2016

throughout the website to drive in-store traffic. Also, codes on pizza boxes invite consumers to enter online for bonus sweepstakes
entries."
The program is also being promoted socially. All three pizza brands are promoting it
on Facebook and Twitter, posting codes that
consumers can enter on the site to earn bonus entries.
The goal of Schwan and HelloWorld is to
deepen engagement onsite. To that end, participants can upload their own content, take
a personality test and answer polls.
Beck echoes Goldsmid's perspective
about the mom factor. "We conducted a
post-program survey last year and learned
that 30% of moms felt that deciding what
food to serve is the hardest part of throwing
a tailgate party," she says. "So we made our
recipe section more robust by allowing consumers to submit recipes of their own and
SM
share with others."

BRANDS: Freschetta, Tony's and Red
Baron
KEY INSIGHT: Pizza is the No. 1 food
served at "home tailgating" parties.
ACTIVATION: The "Tailgate at Your
Place" campaign, which centers on a
dedicated website, features a sweepstakes and allows consumers to share
recipes via social media. Coupons drive
store visits.


http://www.TailgateAtYourPlace.com http://www.TailgateAtYourPlace.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
Shopper Marketing - January 2016 - 44
Shopper Marketing - January 2016 - 45
Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
Shopper Marketing - January 2016 - 48
Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
Shopper Marketing - January 2016 - 52
Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
Shopper Marketing - January 2016 - 59
Shopper Marketing - January 2016 - 60
Shopper Marketing - January 2016 - 61
Shopper Marketing - January 2016 - 62
Shopper Marketing - January 2016 - 63
Shopper Marketing - January 2016 - 64
Shopper Marketing - January 2016 - 65
Shopper Marketing - January 2016 - 66
Shopper Marketing - January 2016 - 67
Shopper Marketing - January 2016 - 68
Shopper Marketing - January 2016 - 69
Shopper Marketing - January 2016 - 70
Shopper Marketing - January 2016 - 71
Shopper Marketing - January 2016 - 72
Shopper Marketing - January 2016 - 73
Shopper Marketing - January 2016 - 74
Shopper Marketing - January 2016 - 75
Shopper Marketing - January 2016 - 76
Shopper Marketing - January 2016 - 77
Shopper Marketing - January 2016 - 78
Shopper Marketing - January 2016 - 79
Shopper Marketing - January 2016 - 80
Shopper Marketing - January 2016 - 81
Shopper Marketing - January 2016 - 82
Shopper Marketing - January 2016 - 83
Shopper Marketing - January 2016 - 84
Shopper Marketing - January 2016 - 85
Shopper Marketing - January 2016 - 86
Shopper Marketing - January 2016 - 87
Shopper Marketing - January 2016 - 88
Shopper Marketing - January 2016 - 89
Shopper Marketing - January 2016 - 90
Shopper Marketing - January 2016 - 91
Shopper Marketing - January 2016 - 92
Shopper Marketing - January 2016 - 93
Shopper Marketing - January 2016 - 94
Shopper Marketing - January 2016 - 95
Shopper Marketing - January 2016 - 96
Shopper Marketing - January 2016 - 97
Shopper Marketing - January 2016 - 98
Shopper Marketing - January 2016 - 99
Shopper Marketing - January 2016 - 100
Shopper Marketing - January 2016 - 101
Shopper Marketing - January 2016 - 102
Shopper Marketing - January 2016 - 103
Shopper Marketing - January 2016 - 104
Shopper Marketing - January 2016 - 105
Shopper Marketing - January 2016 - 106
Shopper Marketing - January 2016 - 107
Shopper Marketing - January 2016 - 108
Shopper Marketing - January 2016 - 109
Shopper Marketing - January 2016 - 110
Shopper Marketing - January 2016 - 111
Shopper Marketing - January 2016 - 112
Shopper Marketing - January 2016 - 113
Shopper Marketing - January 2016 - 114
Shopper Marketing - January 2016 - 115
Shopper Marketing - January 2016 - 116
Shopper Marketing - January 2016 - 117
Shopper Marketing - January 2016 - 118
Shopper Marketing - January 2016 - 119
Shopper Marketing - January 2016 - 120
Shopper Marketing - January 2016 - 121
Shopper Marketing - January 2016 - 122
Shopper Marketing - January 2016 - 123
Shopper Marketing - January 2016 - 124
Shopper Marketing - January 2016 - 125
Shopper Marketing - January 2016 - 126
Shopper Marketing - January 2016 - 127
Shopper Marketing - January 2016 - 128
Shopper Marketing - January 2016 - 129
Shopper Marketing - January 2016 - 130
Shopper Marketing - January 2016 - 131
Shopper Marketing - January 2016 - 132
Shopper Marketing - January 2016 - 133
Shopper Marketing - January 2016 - 134
Shopper Marketing - January 2016 - 135
Shopper Marketing - January 2016 - 136
Shopper Marketing - January 2016 - 137
Shopper Marketing - January 2016 - 138
Shopper Marketing - January 2016 - 139
Shopper Marketing - January 2016 - 140
Shopper Marketing - January 2016 - 141
Shopper Marketing - January 2016 - 142
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com