Blue Bunny’s Largest Media Campaign.. Ever
Looking to raise spirits and drum up some excitement for their brand, Blue Bunny sought to turn COVID-19’s “second summer” into a season-long party! It was time for a summer of funlightenment!
For this experience to be a success, it required three equally epic promotions. MRi’s experts got to work Identifying each promotion’s unique purpose, developing strategy and tactics, and executing the program to ensure all three promotions were a smashing success with bored Blue Bunny fans, earning over 1.1 billion media impressions!
For the Summer of Funlightenment’s first installment, Blue Bunny sought to keep consumers cool during the summer heat, from the safety of their own homes. Enter the Blue Bunny Personal Pool Giveaway! Blue Bunny fans could enter the giveaway for a chance to win a 6ft wide personal Blue Bunny branded pool, equipped with special Load’d Sundae cup holders! Truly a one-of-a-kind experience!
In order to deliver this promotion to bored consumers during the height of the pandemic, MRi collaborated with Blue Bunny and their partners to put together this sweepstakes on a tight deadline. Once the strategy was finalized, MRi’s digital team got to work creating a responsive microsite that gave visitors a seamless and uniform experience no matter the device or browser. In addition, our project managers handled all timelines and legalities to make sure the promotion went off without a hitch. As the cherry on top, as with every promotion by MRi, we ensured the highest security at every step. At the end of the sweepstakes, MRi’s in-house fulfillment department customized packaging and sent Blue Bunny Personal Pools to 100 lucky winners!
Part two of the Summer of Funlightenment aimed to bring back fun to everyone who was looking forward to an event this summer, only for it to then be canceled or postponed due to COVID-19. No traveling, no seeing friends, no movie theaters, no bars, no festivals – basically no fun… until the Blue Bunny Ticket Exchange program launched! Because so many people had their tickets canceled over the summer, Blue Bunny decided to make those tickets worth something. Consumers could take their canceled tickets, enter into a microsite, and have a chance to win a prize to replace their canceled tickets!
Submitted tickets were divided into four subcategories: music, sports, travel, and leisure. Each category had its own exciting prize pool! For example, music fans that missed out on a concert had a chance to win quality audio equipment, among other music-related prizes, to enjoy music at the comfort of their own home! Or, Sports fans with canceled tickets had a chance to win a brand new HD TV, so they could watch their favorite team play in high def. No matter the category, each prize pool was loaded with fun!
For this promotion, Blue Bunny needed to be able to validate canceled event tickets and award winners instantly. A seamless experience was important, consumers had been through enough this year, and they didn’t need a complicated and incohesive promotion to add any more frustration to their lives. With the use of MRi’s Optical Character Recognition (OCR) engine, rapidly validating event tickets or receipts became a breeze, as did awarding instant prizes to consumers. As with the pool giveaway, the experts at MRi managed every aspect of the promotion, and our digital team worked tirelessly to update the Funlightenment microsite as each new promotion launched.
Ice Screen Truck
What do you get when you combine an ice cream truck with a movie theater? The Blue Bunny Ice SCREEN Truck! The final phase of the Summer of Funlightenment campaign looked to bring friends and family together (safely) by taking the cinema experience directly to fans’ driveways. The Blue Bunny Ice Screen truck was a mobile movie theater full of fun frozen treats, heading out on the road to battle boredom. Consumers with a driveway within 25 miles of the designated cities could enter for a chance to win a private ice screen truck movie screening.
Everyone involved in the planning and execution of this unique program had to think quickly and come up with creative solutions to help bring the promotion to life. In addition, since the truck would only be visiting select cities, verifying the eligibility of each drawing winner, communicating with the truck vendor to solidify showtimes, and securing movie licensing for the specific titles presented a distinctive challenge. Even with all the logistics on the backend of the promotion, the sweepstakes went off without a hitch and proved to be a FUN experience for consumers!
An Award Winning Promotional Campaign
While we’re not in this business for the awards, they certainly are nice to have. The promotional marketing industry is filled with so many amazing and innovative campaigns, it is an honor to be recognized in any capacity.
Along with Blue Bunny and its agency partners, FCBX and ICFNext, Marketing Resources Inc. is proud to announce that the Summer of Funlightenment sweepstakes took home several reputable awards.
PRO Awards, from Chief Marketer: Gold Winner-Best Vehicle-Based Campaign. Silver Winner- Best COVID Era Campaign.
REGGIE Awards, from the ANA; Gold Winner- Best Small Budget Campaign. Silver Winner- Local, Regional or Market Specific Marketing.