When Energizer decided to be a sponsor of the 2010 Toronto International Film Festival (TIFF), they wanted to bring the program to life. The answer was a fully integrated program including digital, experiential and promotional touch points.
Online and Point of Sale
THE WEBSITE:
- 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. Consumers were also able to earn bonuses by posting to Facebook and Twitter.
RESULTS:
- Exceeded target database registrations by 43%
- Exceeded Facebook and Twitter post goals by 73%
- Exceeded total contest entry goals by 37%
Experiential: Street Activation and PR Stunt
THE PR STUNT:
- In the 3 days leading up to the start of TIFF we placed a 7-foot tall pink mystery in downtown Toronto.
- 24-hours before the opening of the box, we invited the city to join us to find out what was inside.
- Over 500 spectators came out to watch the opening of the Mystery Box.
- Prior to the opening of the BOX Energizer drum corps, 500 dancers (all under the age 1of 16) and the Energizer Bunny performed a choreographed flash dance for all of the spectators.
- After the performance, the box was opened and a 7.5 foot "Gumball Machine" was rolled out.
THE STREET ACTIVATION:
- The Gumball machine was stationed in different high traffic TIFF locations over 7 days spreading "positive energy" to all participants.
- Consumers could push the giant button and to their surprise, live Energizer Bunny hands came out giving out gifts.
RESULTS:
- 400+ photos of EB with consumers posted and tagged on Facebook
- 22% conversion on coupon distribution
TIFF Lineup Sampling
THE ACTIVATION:
- 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 the lineup sampling opportunity, the Energizer Bunny was brought to all activations. He was accompanied by promotional team members that handed out bunny ears and $1.00 off Energizer battery coupons, while a photographer took pictures of film goers and passer-by with EB.
- People who had their pictures taken were encouraged to visit EB's Facebook page to "tag" their photos and share with friends.
RESULTS:
- 400+ photos of EB with consumers posted and tagged on Facebook
- 22% conversion on coupon distribution
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