Shopper Marketing - April 2017 - 16

PROGRAMS

talent show and 'SportsCenter' highlight reel,"
says Patrick Sullivan, group creative director
for The Integer Group. "And I think the way
Millennials consume culture really gets paid off
with a promotion like this. They have a chance
to engage themselves and also to be voyeurs,
and they know to have fun with the Mars and
Wrigley products."

I n Wa l m a r t
stores, the partners promoted
the campaign
through customized "Almost
G a m e -T i m e "
displays that included pallet displays, endcap
dress-up kits, side-wing panels, upfront endcap signage, in-aisle floor graphics and shelf
blades. All of the materials featured strong calls
to action asking consumers to share their fun
and creative pre-game routines using Mars
and Wrigley products.
The partners promoted the contest outside
the store through YouTube video ads from
16

y SHOPPER MARKETING APRIL 2017

Channel Factory, Beverly Hills, California, and
social influencers who have football- and entertainment-related audiences. Mobile media
geo-targeted Walmart stores to reach consumers when they were nearby.
The top entries were highlighted in "The
Almost Game-Time Show" hosted by Edwards,
which aired on the promotional site before
the Super Bowl
LI kickoff on Feb.
5. Edwards provided humorous
commentary on
the videos before
revealing Dupree
as the contest
winner. "It was a
nice way for us
to get in contact
with the people
who were participating, and also
Pallet displays and social
to send people
media activity promoted
a contest in which
back to the store
consumers submitted
again to b u y
videos of themselves
more Skittles and
performing their best
pregame routine
Snickers," Sullifeaturing Snickers and/or
van says.
Skittles products.
Mars and
Wrigley measured the success of the campaign
through sales increase, engagement and impressions in addition to progress in changing
the role of confections and chocolate in the
game-day occasion. They also judged the program on its ability to cut through the clutter of
Super Bowl promotions. "You really have to do
something distinct and memorable to break
into that space if you want to be successful,"



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
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
Shopper Marketing - April 2017 - 22
Shopper Marketing - April 2017 - 23
Shopper Marketing - April 2017 - 24
Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
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Shopper Marketing - April 2017 - 33
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Shopper Marketing - April 2017 - 35
Shopper Marketing - April 2017 - 36
Shopper Marketing - April 2017 - 37
Shopper Marketing - April 2017 - 38
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Shopper Marketing - April 2017 - 40
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Shopper Marketing - April 2017 - 55
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