The best part of wakin’ up for Centra360 is to work with clients like Folgers coffee on their very successful consumer-generated jingle contest. Developed in 2010 to celebrate the 25th Anniversary of the Brand, the contest asked consumers to recreate the Brand‘s iconic jingle and post the video online for consumer voting.
Thousands of video submissions and over one-million consumer votes were received, greatly exceeding client expectations. The contest ran succesfully for three straight years with Centra overseeing program management and administration.
The Ultimate Vegas Escape Sweepstakes
Even with all Vegas has to offer, not everyone knows it’s the ultimate destination to escape the daily routine. So, the Vegas team turned to Centra360 to increase awareness and tourism by bolstering their Crazy Times Call for Crazy Fun campaign. Centra360 designed advergames for visitlasvegas.com, which created stickiness to the site and entertained visitors as they learned about Vegas and special offers. We developed a sweepstakes microsite that enticed people with the thrill of winning big through The Ultimate Vegas Escape sweepstakes. The campaign hit the jackpot. The advergames drove traffic to the website promotion, kept people online and increased entries. We proved we know how to find the sure bet when it comes to one-of-a-kind promotions.
Barefoot Wine and Beach Volleyball
Each year when the weather starts to warm, people search for fun in the sun. So, when Barefoot Wines challenged us to create a 360o marketing platform with national reach and local activation …we thought, “What better way to reach them than at the beach, watching professional and amateur beach volleyball!”
Centra served up a multi-year retail sports marketing platform that has increased brand awareness, drives product trial, builds sales velocity, and creates new account penetration both domestically and internationally.
New Amsterdam Spirits Kings of The Mix
Hip hop and don’t stop with New Amsterdam Spirits and The King of the Mix; an experiential marketing campaign developed by Centra360. The King of The Mix creates local activation on a national scale in alignment with top, urban format radio stations and premiere DJs in key markets. From retail activation to on-air media support and one-of-a-kind customer and consumer events with Kendrick Lamar, Snoop Dog, Brandy, Jay-Z and more, the King of the Mix program helps keep the Brand poppin’ and the music hoppin’ from coast to coast. Now in its third year, The King of the Mix has helped successfully launch the Brand to new heights both on and off premise and established New Amsterdam as the King of all spirits companies.
JetBlue One Thing That’s Green
To help showcase their eco-friendly commitment to consumers nationwide, JetBlue turned to Centra360. Centra negotiated partnerships with 18 different green companies to create thousands of eco-friendly kits with over 1MM eco-friendly product samples to be distributed at airports nationwide. Local event sponsorships and an eco-friendly, online sweepstakes helped consumers champion the cause while establishing a green database of hundreds-of-thousands of eco-friendly consumers. The strategy assisted to increase brand loyalty, helped protect the environment and clearly demonstrated JetBlue’s commitment to environmental change. The program remains a core marketing platform for JetBlue today.
Sears Heroes at Home Wish Registry
For over six years, the Sears Heroes at Home Wish Registry program has provided help to tens-of-thousands of military families during the holidays. A promotional microsite provides an online destination for consumers to view profiles of some of the U.S. military, post messages of good cheer to military overseas and to donate a gift card to the gift registry. Consumers can also donate at point-of-sale.
We are proud to collaborate with Sears on such a worthwhile program overseeing the management and execution of the Wish Registry program to help ensure its continued success and impact on U.S. military families for the past several years and years to come.
Redwood Creek In-Store Partnership
Centra360 helped Redwood Creek take ownership of the BBQ space within the wine category via an in-store partnership program with Kingsford Charcoal and KC Masterpiece.
The program, the first of its kind, encouraged consumers across the US to extend usage occasions by enjoying their next BBQ with a bottle of Redwood Creek wine. Featuring co-branded mass displays, riser cards, bottle toppers, co-op purchase-off incentives and recipe take-ones—plus exclusive online BBQ recipes and wine pairings—the program introduced and educated consumers on the Brand’s wine varietals and the combination of flavor pairings with BBQ.
Centra360 managed all aspects of the program including partner outreach and negotiation and coordinated sell through efforts of the local sales teams to maximize retail display support. The partnership ran for three years with multiple in-store programs executed per year and now, thanks to Redwood Creek (and Centra360!), pairing wine with BBQ has become commonplace in the US.
Neuro Energy Drinks
Centra360 created a SONIC BOOM for Neuro Drinks® with a host of different promotions designed to drive trial and awareness across their product line: Sonic, Bliss, and Sleep.
The “Bliss and Tell” sweepstakes. The Sonic, “Back To School” on-pack scratch-n-win game. The “Flavor Reveal” sweepstakes to unwrap a new product introduction. The Neuro Drinks® “Taste Test” sweepstakes, an overlay to key market tasting events that encouraged participants to complete an online consumer survey. A text-to-win mobile marketing campaign with a custom, mobile application that rewarded up to 25,000 music downloads to consumers and more.
Whether it is end-to-end development and execution of the promotion, collaborating with other Agency partners, development and programming of a promotional microsite or mobile application, or simply administering rules, Centra360 had its pulse on the Brand and helped to boost sales for Neuro Drinks®
Taste of Home & Gallo Family Vineyards
This Reggie-award winning marketing campaign ran for 10-seasons making it one of the longest running marketing campaigns in the Winery’s 81-year history.
Centra360 leveraged the combined power of Taste of Home assets to create multi-platform exposure for Gallo via pre-show wine sampling, onstage recipe demonstrations, integration in the national Taste of Home publication and on tastofhome.com, plus shopper marketing campaigns featuring cobranded case wraps, pre-pack displays, in-store recipe demos, wine tastings, recipe take-ones and more!
The omni-channel marketing approach reached an engaged audience of over 57million loyal consumers per season and turned them into shoppers along the path to purchase. Trial opportunities helped accelerate sales and increase case volume to drive significant lifts in dollar sales and units sold without discounting price.
Kenmore Dirty Girl Mud Run
Who said laundry can’t be fun? In 2014 Centra strategically aligned Kenmore Washers & Dryers with the Dirty Girl 5k Mud Run®, a female-only run that leaves participants covered in mud for the sake of fun, and a very worthwhile cause.
The 11-market tour encouraged consumers to “embrace life’s messes” and leave Kenmore to the cleanup. Centra Brand ambassadors distributed wet-ones, paper towels, and clean bath towels laundered directly on site—from fully operational, Kenmore Elite Washer and Dryer machines—as participants crossed the finish line. Consumers also received a branded laundry bag to store their dirty clothes post race. The campaign included an online sweeps and pre-post consumer survey plus an onsite giveaway. All aspects of the program were developed and managed by Centra.
The program was a huge success! We reached 66K+ targeted consumers, washed 192+ loads of dirty towels onsite, added 23K+ new registrants to the Kenmore database and 6K+ new members to the Shop Your Way rewards community. The Brand received 808.6M+ PR impressions through national and local coverage.
Katy Perry and PopChips
Centra360 rocked a PopChips, on-pack promotion featuring pop superstar Katy Perry to the tune of over 24,000 participants and 43,000 unique visitors to the promotional microsite. The promotion helped the Brand launch a new varietal featuring Katy Perry, Katy’s Kettle Chips; by giving consumers a chance to see Katy Perry LIVE in concert and receive FREE music downloads.
Centra360 handled the administration, management and prize fulfillment of the promotion, as well as end-to-end development of the microsite and distribution of the free music downloads via their mobile device. But that’s not all; available in both Canada and the US, Centra360 had to develop all copy for the program in both English and French.
The program’s success had sales of the new varietal light up like a “Firework”!