Zenzi - San Diego Public Relations, Social Media and Influencer Marketing Agency » Grassroots & Events

Zenzi Promotional Stunt: "Tyler's Dorm Room Challenge"

Tisha Dore — Sat, 17 Jan 2009 17:59:38 +0000

In support of a national product launch for mobile start-up IQzone, Zenzi’s team created a grassroots stunt and sponsored a challenge for an Arizona college student, Tyler, to furnish his dorm room in a short period of time using items purchased only by mobile classified advertising. A high profile and comical talent competition on-campus generated overall awareness and student participation, which was picked up by mainstream and college newspapers and TV stations. Resulting attention drove traffic to IQZone’s website along with early product adopters.

Zenzi Takes Pink Tour Bus on College Campaign with Emergen-C and Keep A Breast

Sarah Hardwick — Sat, 17 Jan 2009 16:48:58 +0000

Challenge: Emergen-C tasked Zenzi with the goal of promoting the Emergen-C brand and the company’s commitment to the cause of breast cancer awareness. Emergen-C’s objective was to promote its “Pink Lemonade” product to a youth demographic and make the community aware that 50% of proceeds for this product went to support their cause marketing partner, the Keep A Breast Foundation. Zenzi proposed a state-wide college tour with a wrapped RV bus, a great cross-promotional partner, “cool” giveaways and a doctor on board to educate women of the importance of breast health.

Solution: Zenzi conceived and planned a State-wide college tour with a wrapped bus, a great cross-promotional partner, “cool” give aways and a doctor on board to educate women of the importance of breast health. Zenzi chose the perfect cross-promotional partner in Roxy the girls action sports clothing brand, branded the tour and the bus wrap with a cool youthful look. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated and contracted with UCSD, UCI, UCSB, USC, Cal Berkeley to promote and sample Emergen-C and educate college women on Campus about breast health and the importance of self examination. Giveaways included Roxy flip flops, cotton candy, and pictures with celebrity surfers.

Results:

An estimated 10,000 samples were given out, Over 60, 000 students were exposed to the Emergen-C branded tour bus and the bus toured up and down the coast of California for 10 days with great exposure to the general public. The campaign Secured over 453,226,983 media impressions, including print, TV, radio, and online. It was talked about in college dailies and the buzz around the display was felt well beyond just the girls who participated.

Emergen-C and Roxy join forces to raise funds for Keep A Breast

College students flocked to the Roxy booth to make flip flops

Art students painted casts to raise awareness during college tour

Zenzi Brings Dreyer’s and Nestle Brands to Life for Consumers and Businesses

Julie Lyons — Sat, 17 Jan 2009 16:42:33 +0000

Situation: Dreyer’s Grand Ice Cream selected Zenzi to concept and execute its ”Own the City” campaign in San Diego,Orange County and Los Angeles. The goal of the campaign was to introduce Dreyer’s array of exciting new flavors and products to working professionals and families while abiding by the mantra Small Budget – Big Impact. With limited funds, the team had to utilize unused and unusual resources to create a win-win solution for the Dreyer’s brand suite and customers. Zenzi reached out to different demographics with a multi-touch approach.

Touch Point #1: Creative Stunt: Rocky Road Lunch Break Challenge. Event for business professionals, a fun-filled scavenger hunt on the streets of downtown San Diego with teams of 150 workers in branded Dreyer’s t-shirts competing to win a Dreyer’s Ice Cream freezer for their offices to garner both media and grassroots attention through word-of-mouth marketing and buzz.

Touch Point #2: Little Heroes San Diego Padres Campaign: Zenzi partnered with the San Diego Padres to promote NESTLE DRUMSTICK! Ice Cream Cone and reward local students for outstanding contributions to schools and local community. The NESTLE Little Heroes program leveraged Dreyer’s Padres sponsorship and rewards 40 children throughout Southern California in the summer who win four tickets to a Padres game, a chance to attend batting practice before the game, a hat and t-shirt, and the title of the “Playball Kid” title. Each winner kicks off the game by calling out let’s Playball featured on the big screen.

Touch Point #3: The Dreyer’s Ice Cream Mural Contest: In an effort to reach out to college kids and position the product in a cool way to genneration Y demographic Zenzi and Dreyer’s approached a key customer, Hawaiian Saved Ice with a very visible building in need of revitalization that was in close proximity to the boardwalk and beach in San Diego. The owner agreed to partner with NESTLE to create a mural to help liven up the storefront. Zenzi collaborated with Platt (Media Arts) College, San Diego to promote a contest for art students to design and paint an ice cream mural. The prize for the winning design was a $1,000 scholarship.

Results: Zenzi achieved the goal of creating an emotional bond with consumers in various target segments. The campaign garnered over 90 million media impressions in the San Diego area. The Dreyer’s brand name was plastered throughout the downtown business districts and consumer street teams in Dreyer’s paraphernalia were seen by thousands of passersby and Padres fans in PETCO Park. The stunts garnered coverage from major local media outlets including, a morning segment on NBC 7/39, San Diego Union-Tribune, SignonSanDiego.com, San Diego Magazine feature story, San Diego Reader, 944 Magazine, Hillquest.com, San Diego California Online, San Diego Daily Transcript, and San Diego Metropolitan Magazine. Dreyer’s has since commissioned Zenzi to run similar events across the country and hired Zenzi as the national agency for the Dreyer’s Dibs, Nestle Drumstick and Fruit Bars brands.

According to Diane McIntyre, Public Relations Manager,

“Zenzi has been a true partner to Dreyer’s Grand Ice Cream, integrating a hugely successful media plan that increased brand sales results. Their execution was flawless and produced results more than three times our initial goal.”