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WRANGLER – ‘ULTIMATE RIDE’ SWEEPSTAKES Micro-Site and Promotional Campaign APRIL 2009

WRANGLER – ‘ULTIMATE RIDE’ SWEEPSTAKES Micro-Site and Promotional Campaign APRIL 2009. WRANGLER ‘Ultimate Ride’ Sweepstakes The KEY to this Promotion is to create a Viral Marketing and Social Networking tool. OBJECTIVE:

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WRANGLER – ‘ULTIMATE RIDE’ SWEEPSTAKES Micro-Site and Promotional Campaign APRIL 2009

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  1. WRANGLER – ‘ULTIMATE RIDE’ SWEEPSTAKES Micro-Site and Promotional Campaign APRIL 2009

  2. WRANGLER ‘Ultimate Ride’ Sweepstakes The KEY to this Promotion is to create a Viral Marketing and Social Networking tool. OBJECTIVE: Create and promote an interactive and fully-integrated program to drive magazine readers and internet users to participate in a national sweepstakes promotion for the WRANGLER - Ultimate Riding Jeans This program will support the print branding program and will be made up of an umbrella of interactive components that will promote and ultimately sell product in a way that no single print ad, or single video ad could accomplish.

  3. WRANGLER‘Ultimate Ride’ Sweepstakes STRATEGY: • A Micro-site for users to register and post their photos and/or streaming video of themselves, their students, clubs, etc. riding in the WRANGLER – Ultimate Riding Jeans as well as share their stories/testimonials about the jeans • Fulfillment of the Grand Prize Sweepstakes would be an all expense paid trip on the Ultimate Ride Dream Vacation – Other Prizes would include Free WRANGLER Jeans and Apparel

  4. WRANGLER‘Ultimate Ride’ Sweepstakes TACTICS: • Promote the Sweepstakes in both print and online in an exclusive partnership with Equine Network – Horse & Rider and Practical Horseman magazines and Equisearch.com and Equine.com Websites • Launch the Sweepstakes in August ‘09 to run through October ’09 • Announce the winner(s) at a major AQHA event, i.e., Congress or World Show • Editorial Coverage/Story about the Ultimate Ride, the Sweepstakes, and the winner(s) in Horse & Rider and Practical Horseman January issue

  5. The WRANGLER ‘Ultimate Ride’ Sweepstakes Online Micro-Site This Online Micro-Site will be created by the Equine Network exclusively for WRANGLER. It will be accessible from both the WRANGLER website as well as featured on both Equisearch,com and Equine.com. It will serve as the home of all campaign elements including product information and sweepstakes entry and posting of photos and/or videos

  6. Functionality of WRANGLER “Ultimate Ride” Sweepstakes Site Micro-Site Delivers: ** Registration for Sweepstakes entries that includes Registration, Demographic information – name/address/email/horses/discipline, etc. Opt-in for monthly e-newsletter, Sweepstakes registration Posting of personal Photos and/or Videos Posting of personal testimonials and stories about their experience riding in the Ultimater Riding Jean ** Product(s) information – ** “Influentials and Consumer” testimonials – ** E-commerce capabilities linked to your WRANGLER dealers and/or find your local dealer

  7. Sweepstakes Support and Database Program We are experts at Sweepstakes promotion and have developed our own software program to create the entry forms and database management of the complete sweepstakes campaign. The WRANGLER ‘Ultimate Ride’ Sweepstakes will be based on entries from users that submit photos/videos and share their story of “Their Ulitmate Ride” wearing their WRANGLER Ultimate Riding Jeans. The names and address information of all contestants will be delivered to WRANGLER to create database and to use for future WRANGLER Promotions.

  8. Streaming Video Streaming video is an option for entries to submit their Ultimate Riding Experience. Horse & Rider and Practical Horseman made their reputation with their award-winning “lesson in print” coverage. Now that same step-by-step coverage is available in streaming video This coverage could be sponsored by WRANGLER and could be complete with WRANGLERs product video spot. This video coverage could also link back to the WRANGLER ‘Ultimate Ride’ Sweepstakes micro site.

  9. An Example of Equine Networks Sweepstakes Micro-Site

  10. Features, Advantages, & BenefitsWRANGLER ‘Ultimate Ride’ Sweepstakes Micro-Site CLEAN CLASSIC DESIGN FEMININE EASE TO NAVIGATE TELLS A STORY USES ALL THE LATEST TECHNOLOGY TO PRESENT THE PRODUCTS INTERACTIVE ON ALL PAGES

  11. Advertising & Promotional Opportunities PRINT: Horse & Rider and Practical Horseman 4C – Full Page Ads – August, September, October Advertorial Coverage of the Sweepstakes and Ultimate Ride in the January Issue of both magazines ONLINE: Equisearch.com, Equine.com Banner Ads Rotating on Sites Email Pushes to Equisearch and Equine subscribers Content Sponsorship of Trail Riding Newsletter Stand Alone Email Pushes to Equine.com and EquiSearch.com double opt-in email subscribers HOW TO Training Videos on HorseandRider.com and PracticalHorseman.com Advertorial Coverage on Equisearch.com

  12. National and Regional Promotion Equine.com and Equisearch.com have over 600,000 unique visitors per month. We have a combined database of nearly 500,000 opt-in users (nearly 5 times the size of the largest association database in the industry). Support of the program would be provided by regionally targeted interactive banners and category sponsorships.

  13. BUDGET “A”$58,000 MICRO-SITE - $9,000 – Functionality • WRANGLER “Ultimate Ride”Sweepstakes - registration and database management • Testimonials & “What the Experts Say” • E-Commerce Store link to Top 10 Retailers • Product Information Pages • Photo AND Streaming Video Posting for users • Admin and hosting of the site for all the above ADVERTISING & PROMOTION - $49,000 • PRINT • Horse & Rider and Practical Horseman • ONLINE/INTERACTIVE • Equine.com and Equisearch.com

  14. Promotion/Advertising ProposalWRANGLER Micro Site and Sweepstakes – Plan “A” PRINT *** Aug’09 Sept’09 Oct’09 Jan ’10 = COST Practical Full pg Full pg Full pg Full pg $ 14,008 H&R Full pg Full pg Full pg Full pg $ 18,571 TOTAL $ 32,579 *** Print Frequency Discount at 12X and full page for 2/3 page rate ONLINE $5,600/mo = $16,800 EQUINE.com Banners – 200,000 imps/month Email Blast – 40,000 subscribers 3 Stand Alone EQUISEARCH.com Banners – 200,000 imps/month Email Blast – 35,000 subscribers 4 Stand Alone HOW TO TRAINING VIDEO Section Sponsor Trail Riding E-Newsletter – 45,000 subscribers

  15. BUDGET “B”$42,870 MICRO-SITE - $7,500 – Functionality • WRANGLER “Ultimate Ride”Sweepstakes - registration and database management • Testimonials & “What the Experts Say” • E-Commerce Store link to Top 10 Retailers • Product Information Pages • Photo Posting for users • Admin and hosting of the site for all the above ADVERTISING & PROMOTION - $35,370 PRINT • Horse & Rider ONLINE/INTERACTIVE • Equine.com and Equisearch.com

  16. Promotion/Advertising ProposalWRANGLER Micro Site and Sweepstakes – Plan “B” PRINT *** Aug’09 Sept’09 Oct’09 Jan ’10 = COST H&R Full pg Full pg Full pg Full pg $18,570 TOTAL $18,570 *** Print Frequency Discount at 12X and Full page for 2/3 page rate ONLINE $5600/mo = $16,800 EQUINE.com Banners – 200,000 imps/month Email Blast – 40,000 subscribers 3 Stand Alone EQUISEARCH.com Banners – 200,000 imps/month Email Blast – 35,000 subscribers 4 Stand Alone HOW TO TRAINING VIDEO Section Sponsor Trail Riding E-Newsletter – 45,000 subscribers

  17. Single Largest Reach in the US Equine Market Total combined circulation: 435,000 2.3 Readers per copy, totaling 1,000,500 600,000 unique internet users per month Equine Network Total of 1.6 million impressions per month SIZE OF THE INDUSTRY 1.9 million people own horses

  18. THANK YOU Next Steps: • Determine Launch Date of Site • Confirm Prize Destination and cross-promotion opportunities 3. Determine advertising and promotion materials 4. Identify & Develop Content EQUINE NETWORK Mary Watts

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