Winner
GolinHarris and Unilever: “What Would You Do for a Klondike Bar?” Goes Viral
“What would you do for a Klondike bar?” The brand has succeeded by posing that question for more than a quarter-century. However, a much more pressing question has arisen of late: What would Klondike do to reignite recently sagging sales and awareness? The company sought to answer that query with the help of GolinHarris.
The firm first recognized the need to tap into the long-term sales potential of 25 to 44 year olds. It decided to do so through social media and by tapping into this group's pervading sense of humor, evidenced by its affinity for late-night talk shows, sketch comedy, and satirical TV.
The team created an online video contest where members of the “YouTube generation” would send in videos to show just how far they would go for that Klondike.
The campaign obviously needed a “face” to build buzz. Saturday Night Live's Andy Samberg proved to be an obvious choice. He and two pals are well known for their Emmy-winning “D*** in a Box” video shorts, so their participation was sure to enhance viral appeal and provide the needed edgy attitude to woo this demographic.
“This campaign perfectly appealed to its target audience,” noted one judge.
In an unprecedented move, Klondike gave Samberg carte blanche to produce a video answering the iconic question any way he saw fit. The resulting bold – and sometimes bleeped – three-part video saga drew thousands of visitors to KlondikeContest.com. The grand prize package of $100,000 and an opportunity for an in-person video consultation with Samberg and pals didn't hurt, either.
Throw in Golin's staggered social and traditional media strategy to promote the Samberg video series – which included a Facebook page, Twitter account, and even an update of Klondike's Wikipedia entry to highlight the Samberg partnership – and Klondike was well on its way to the broader attention it sought.
More than 500 contest submissions poured in, each more zany than the last. The winner, Joel Levinson, literally traveled to the Arctic to eat a Klondike bar with polar bears.
As a result of the campaign, the brand experienced its first positive sales change in two years. From The New York Times to USA Today's “Pop candy” blog to an organic bit about the brand on NBC's Chuck, Golin's efforts netted 710 media placements and 346 million impressions. Klondike also achieved a 1,326% increase in discussion volume, with Golin being credited for driving 35% of site traffic to KlondikeContest.com.
“What a great example of relaunching a brand,” said one judge. “It's fresh, innovative, and impactful.”
Honorable Mention
Text 100 Global Public Relations and Parrot, Inc.: Polly Want a Car Kit? California Drivers Go Hands-Free with Parrot
California's new law mandating that all drivers use a hands-free device when on a mobile phone created the perfect platform for Parrot and its agency, Text 100, to tout the firm's wireless hands-free car kit products. Motorola was already in the market, but Parrot and Text welcomed the David vs. Goliath challenge. Products were seeded with influencers like California Gov. Arnold Schwarzenegger and comedian Jay Leno. Demos on broadcast outlets were coupled with targeted radio spots. Events were held in 24 Best Buy stores. A political satire on www.parrotnotquail.com asked Californians to “Vote Parrot for State Bird.” From February to August 2008, Parrot captured more than 152 million impressions and a 200% sales boost, including major California dailies and in three Chamber of Commerce newsletters. One judge credited the effort for “capitalizing on an issue and crossing between brand and public affairs to build awareness and boost sales.”
Finalists 2009
• Coyne Public Relations and Humana: Share and Share-a-Bike: Humana Brings Bike-Sharing to the Masses
• GolinHarris and Unilever: “What Would You Do for a Klondike Bar?” Goes Viral
• Ketchum and Häagen-Dazs: Häagen-Dazs Loves Honey Bees: Let's Lick This Problem
• Text 100 Global Public Relations and Parrot, Inc.: Polly Want a Car Kit? California Drivers Go Hands-Free with Parrot
• Weber Shandwick and Polaroid: Redefining Polaroid for the Digital Age
Sponsor: Carmichael Lynch Spong is one of the most decorated public relations firms in the world. Headquartered in Minneapolis, it is the 2004 and 2005 recipient of "Midsize Agency of the Year" by national trade journals The Holmes Report and PRWeek, respectively. The full-service firm ignites and sustains momentum for a select portfolio of blue-chip clients.
