Candies share a box. Fans share content.
Hot Tamales and Mike and Ike are perennial favorites in movie theaters across America. To celebrate the launch of the highly anticipated movie Warcraft, the brands teamed up to release Battle Blend—a cherry and cinnamon flavored candy.
While both Mike and Ike and Hot Tamales have a loyal following that spans every generation, their partnership with Universal Pictures and Blizzard Entertainment was an opportunity to reconnect with the candy brands’ core audience: gamers and geeks in their teens and twenties.
We designed and developed a series of microsites and assets to support Mike and Ike’s and Hot Tamales’ Choose Your Side, Choose Your Trip campaign. The campaign invited fans to submit codes from specially marked boxes online, choose a “side” from the movie, and enter to win a trip to either Stonehenge or Chichen Itza.
We recruited influencers, raised awareness on social, and encouraged visitors to share organic content. The contest drew more than 42,000 entries—easily beating the client’s target of 20,000. Of those contestants, 36 percent shared their choice on Facebook or Twitter. Industry standard for engagement, by the way, is right around 10 percent.
A Custom Sweepstakes
Merit designed and developed a custom sweepstakes microsite to drive traffic and entries. The user experience was engaging and fun, while still being intuitive and user friendly. That balance helped the campaign exceed its goals.
1 / 1
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
COGNITIVELY COVID: The CEO Guide to Fear
Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.
COGNITIVELY COVID: The CEO Guide to Denial
Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.
The 10 Truths of the COVID-19 CEO
At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.