CHALLENGE

The Blue Bunny brand is known for fun… especially summer fun, but with COVID-19 affecting many summer plans, they had to pivot their marketing strategy and find safe & creative ways to bring summer fun back to their consumers’ lives. They turned to their trusted partners: FCBX, MRi, and ICFNext, to help them defeat boredom with fun! The Blue Bunny Summer of Funlightenment was the perfect promotion: a set of three exciting experiences, all with the shared goal of bringing fun directly to Blue Bunny consumers.

CHALLENGE

The Blue Bunny brand is known for fun… especially summer fun, but with COVID-19 affecting many summer plans, they had to pivot their marketing strategy and find safe & creative ways to bring summer fun back to their consumers’ lives. They turned to their trusted partners: FCBX, MRi, and ICFNext, to help them defeat boredom with fun! The Blue Bunny Summer of Funlightenment was the perfect promotion: a set of three exciting experiences, all with the shared goal of bringing fun directly to Blue Bunny consumers.

SOLUTION

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 this summer.

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 cancelled 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 cancelled over the summer, Blue Bunny decided to make those tickets worth something. Consumers could take their cancelled tickets, enter into a microsite, and have a chance to win a prize to replace their cancelled 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 cancelled 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.

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 show times, 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!

RESULTS

By the end of the campaign, Blue Bunny saw impressive, statistically significant numbers that drastically outpaced their goals.

14.7MM

Social Media Impressions

38% conversion

from website to email CRM

Over 8,000

cancelled tickets uploaded

+14% YoY sales

in national sales

+24.6% YoY sales

in truck-tour markets

All culminating in the highest earned media results in Blue Bunny brand history

1.14 billion + earned media impressions!