Shopper Marketing - April 2017 - 14

PROGRAMS

Mars, Wrigley Tie
Confections to Super Bowl
NFL sponsors stage Walmart program asking consumers
to create videos
By Chris Gelbach

HAckettstown, n.J. - Mars Inc. and its Wrigley
subsidiary partnered with Walmart over the
winter on a campaign that wanted to change
how consumers think about confections as part
of the football-viewing experience. As official
sponsors of the National Football League and
Super Bowl LI, Mars Chocolate North America
and Wrigley set out to become a bigger part of

consumers' game-day routines since treats are
typically served later during the game.
"With over 264 million household snacking
occasions during the regular season and playoffs, game day is a big purchase occasion," says
Allisha Watkins, the Walmart shopper marketing
team lead for Mars Chocolate. Shoppers most
often reach for traditional food items during
the Super Bowl and playoffs, leaving candy low
on the radar or not thought of at all, she says.
14

y SHOPPER MARKETING APRIL 2017

"Seeing this void in the game-day experiences,
we wanted to bring candy to the forefront of
the occasion instead of a fourth-quarter afterthought."
To reach their target of Millennial shoppers, the partners worked with The Integer
Group, Lakewood, Colorado, to launch a program called "The Almost Game-Time Show."
It debuted on Dec. 20 with an online
video from Ghost Robot, Brooklyn,
New York, featuring former NFL coach
Herm Edwards. He encouraged viewers to visit their local Walmart to buy
Snickers and Skittles and then submit
a video of their best pregame routine featuring the products. The most
entertaining entry, a series of pool
trick shots by Jonathan Dupree, won
a pair of tickets to Super Bowl LII in 2018. "Fans
created content for 'The Almost Game-Time
Show,' giving them a presence when traditionally brands take center stage," Watkins says.
Contestants uploaded their video at AlmostGametime.com, where visitors could view select entries. Consumers also could enter by
tagging their video on Twitter or Instagram
using the #almostgametimecontest hashtag.
"The campaign is kind of a mashup between


http://www.almostGametime.com http://www.almostGametime.com

Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
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