Monday, April 30, 2012 | Edited by Daniel Moores
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Jersey Mike's Partners with U.S. Women's National Soccer Captain Jersey Mike's Subs is teaming up with Christie Rampone, captain of the U.S. Women's National Soccer Team and Jersey Shore native, to create an instructional soccer video series for children that will be available on Jersey Mike's website starting May 1. Rampone, the first spokesperson in the company's 56-year history, also will appear in a multi-tiered marketing program. The series of 10 instructional videos will feature Rampone, a mother of two, teaching soccer skills including dribbling, shooting and shielding. Jersey Mike's will introduce the video series beginning May 1, releasing a new video each week leading up to Rampone's appearance at the Olympic Games in London. To view the free videos, customers can scan a QR code in the restaurants or visit the Jersey Mike's website. In addition to the instructional videos, other support for the campaign includes RedPlum text and emails, national traffic report sponsorships through Total Traffic, billboards and web advertising. Rampone also will be featured on a special Jersey Mike's 24-ounce reusable plastic cup, known as the "Christie Cup." For the regular combo price, customers will get a free cup and 2 extra ounces of a chosen drink. "I grew up on Jersey Mike's subs at the Shore, eating them before and after practice," Rampone said. "Now my kids are enjoying them -- it's a meal I can feel good about as a mom." Rampone is the only mother on the national team. She is currently the most capped active female player in the world and is also the most decorated, with honors that include a World Cup Championship and two Olympic Gold Medals. "Christie is an excellent role model, who shares the same values related to excellence, perseverance and giving back to the community as we have at Jersey Mike's," said Peter Cancro, Jersey Mike's founder and CEO. "Through football at Point Pleasant Beach High, I knew Christie's grandfather. She has strong Jersey Shore roots and she grew up on Jersey Mike's Subs -- I can't imagine a better partner to represent the Jersey Mike's brand." (Source: IEGSponsorship.com, 04/16/12) What's In It For You: Got soccer? Local franchise groups may be interested in creating local connections with consumers whose kids play soccer. They can piggyback on the national campaign with a custom micro-site (co-branded with your station(s) and Jersey Mike's) where parents can upload video, receive local offers, blog and exchange information, enter sweepstakes, etc. |
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Zippo Rocks Out with New Campaign People are still using lighters, so no doubt Zippo Manufacturing Co., the Bradford, Pa.-based maker of the now-retro-cool Zippo, is hoping that people are still flicking them on at rock concerts to signal their devotion (or nascent pyromania). The company has launched a musical event, sweepstakes, giveaway, social media and online marketing program with retail tie-in called "Zippo Encore." The effort, with the tag "Rock On," aims to boost sales and increase Zippo's social media presence and product awareness among males 18 to 35. The campaign, via East Aurora, N.Y.-based Cenergy, encompasses three national, active rock music tours in succession. The "Avalanche" tour ran through April 25 and included 21 performances in 17 states -- from California to Rhode Island -- at each of which Zippo was the largest, and presenting sponsor. The feature act was Shinedown. Next is the "Mayhem" tour, featuring Slipknot, which will include 26 performances in 23 states -- Washington to Georgia -- between June 30 and Aug. 5. Finally, the "Uproar" tour, with venues and acts still to be determined, will extend from late summer into early fall. At each of the approximately 80+ performances, Zippo will have a flame-themed, metal kiosk staffed by t-shirted brand ambassadors who will encourage audience participation in the Zippo promotions, as well as vend Zippo lighters. Concertgoers will be invited to enter the "Tweet & Greet Tweetstakes" by sending a tweet on "why Zippo rocks" to @ZippoEncore, hashtag #zipporocks. At each concert, two randomly selected tweeters will be invited backstage, with a guest, to meet the featured band. All attendees will be offered up to 10 free music downloads with the online activation code printed on handout cards, of which Zippo says it expects to give out around 30,000. A new website, www.ZippoEncore.com, also designed by Cenergy, will be a hub for all tour, Tweetstakes and musician info. Additional content includes streaming tunes and videos, and ongoing "roadie" tour blogs by different Zippo ambassadors. There is also a link to Zippo's existing e-retail site. Colleen Aungst, director of the Zippo account at Cenergy, says the tours were the sweet spot for Zippo, as the focus for all three is straight ahead rock. "These three tours are a bull's eye for them," she says. "All three have a similar look and feel, similar music -- hard rock." She says the tours are different in size. The Avalanche tour was smaller, filling House of Blues-sized venues. The Mayhem and Uproar tours are in amphitheaters, and are all-day festivals. Zippo will have retail spaces at the concerts and will -- of course -- sell concert-branded lighters. Aungst says the Twitter element has vastly increased Zippo's following on the social platform. "They weren't doing much with their Twitter handle so we launched it with the tour, and it's just skyrocketed," she says, adding that numbers of visitors to ZippoEncore.com have also spiked over the past month. (Source: Marketing Daily, 04/24/12) |
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FCC Proposes Allowing Public Radio to Use 1% of Airtime to Raise Cash for Charities Public service is part of the DNA of broadcasters and often that's done with on-air campaigns. But public radio stations have long been limited in their ability to conduct radiothons and air pitches for charities. The FCC is proposing to loosen its rules to help public stations do more to help charities, churches, schools, and other non-profits raise money for worthy causes. In a Notice of Proposed Rulemaking, the FCC suggests allowing public stations to use up to 1% of their annual broadcast time, or about 88 hours, to conduct on-air fundraising for charities. Stations will continue to be allowed to do as many fund-drives to support their own operation as they see fit. The prohibition was put into place out of concern that public stations are licensed to serve local audiences with educational programming, and fundraising for third-parties would substantially alter that regular programming mission. But in recent years the FCC has eased on the 40-year old prohibition slightly. After disasters like Hurricane Katrina and last spring's devastating earthquake-tsunami disaster in Japan, the Media Bureau has issued temporary waivers to stations. FCC chair Julius Genachowski says the experience in those cases has been "invaluable" but he adds, "We question whether it remains appropriate to require noncommercial stations to seek a waiver just as emergencies are occurring. This proposal would eliminate the need for such requests." National Religious Broadcasters SVP Craig Parshall praised the FCC's decision to move forward with the idea. "The real winner here would be local communities who will be served even more effectively by non-profit charities," he says. NRB predicts religious broadcasters would put the new policy to great use if adopted. (Source: Inside Radio, 04/27/12) |
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Daily Sales Tip: Partnering with a Convenience Store |
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