General Mills, Inc. together with
\nwith the Carmichael Lynch Spong agency
\nSilver Anvil Award for 2000.<\/p>\n
In 1999, the world was feverishly preparing to welcome the new millennium. Millennial mania spread from Auckland to Anchorage.
\nGeneial Mills, the global leader in breakfast cereals, was aware of the excitement surrounding Millenios and wanted to get in on the action. In May 1999, the company turned to PR agency Carmichael Lynch Spong (CLS) to introduce Millenios, a new exclusive, small-batch breakfast cereal. However, in order to successfully launch the product, the company needed to create a buzz around the product, breaking through all the hype surrounding Millenios.
\nIn line with the company's objectives, CLS developed and executed a unique and exclusive holiday promotion to build anticipation and raise awareness of the product among consumers. The campaign received a large-scale media response, with a total of 235 million contacts, and was covered by major media outlets including the New York Times and Los Angeles Times, Entertainment Weekly, CNN's \"One Line News\" and the Rosie O'Donnell Internet Show.<\/p>\n
<\/p>\n
With the new millennium at the forefront of American minds, CLS sought to distinguish Millenios from other Millennial products.<\/p>\n
The research conducted by CLS clearly showed that there was interest in a unique Millennial-themed advertising campaign. In addition, Dick Clark, who was most commonly associated with New Year's Eve celebrations, was invited to represent the project as a celebrity spokesperson. Using these findings, among others, CLS developed a plan for an exclusive festive event for the new Millenios brand.
\nObjectives: 1) to create a rush of demand for this product before it enters the market; 2) to inform consumers about it as widely as possible; 3) to stimulate sales of the product.<\/p>\n
<\/p>\n
In 1999, the world was feverishly preparing to welcome the new millennium. Millennial mania spread from Auckland to Anchorage.
\nGeneial Mills, the global leader in breakfast cereals, was aware of the excitement surrounding Millenios and wanted to get in on the action. In May 1999, the company turned to PR agency Carmichael Lynch Spong (CLS) to introduce Millenios, a new exclusive, small-batch breakfast cereal. However, in order to successfully launch the product, the company needed to create a buzz around the product, breaking through all the hype surrounding Millenios.
\nIn line with the company's objectives, CLS developed and executed a unique and exclusive holiday promotion to build anticipation and raise awareness of the product among consumers. The campaign received a large-scale media response, with a total of 235 million contacts, and was covered by major media outlets including the New York Times and Los Angeles Times, Entertainment Weekly, CNN's \"One Line News\" and the Rosie O'Donnell Internet Show.<\/p>\n
With the new millennium at the forefront of American minds, CLS sought to distinguish Millenios from other Millennial products.<\/p>\n
The research conducted by CLS clearly showed that there was interest in a unique Millennial-themed advertising campaign. In addition, Dick Clark, who was most commonly associated with New Year's Eve celebrations, was invited to represent the project as a celebrity spokesperson. Using these findings, among others, CLS developed a plan for an exclusive festive event for the new Millenios brand.<\/p>\n
Objectives:<\/strong>\u00a01) to create a rush of demand for this product before it enters the market; 2) to inform consumers about it as widely as possible; 3) to stimulate sales of the product.<\/p>\n Target audience:<\/strong>\u00a0Consumers are predominantly adults, aged 21 to 64, mostly women. Budget:<\/strong>\u00a0initial investment - USD 165 thousand, operating expenses - USD 125 thousand, representative's fee - USD 75 thousand.<\/p>\n Problems:<\/strong>\u00a01) the official representative of the campaign, Dick Clark, had only one free day - two weeks before the product was launched; 2) due to his contracts, Clark was also unable to participate in live television and radio broadcasts, forcing CLS to use pre-filmed footage to secure coverage in the electronic media.<\/p>\n Introducing the Millenios breakfast cereal to consumers as part of a campaign widely covered by the media. An exclusive invitation: CLS decided to send out invitations to publishers and journalists writing about food and entertainment across the country to an \"exclusive event\" in New York's Times Square with Dick Clark. Breakfast visit. CLS employees delivered packages of milk, cups, spoons and cartons of Millenios to the editorial offices of New York's most popular TV programmes, such as \"Today's Next\", \"The Late Show with David Letterman\" and \"The Rosie O'Donnell Internet Show\". <\/p>\n Objective 1\u00a0<\/strong>- to create a hype for Millenios before it was even launched on the market was achieved. The lighting included:<\/p>\n CBS and ABC radio interviewed Dick Clark, which was broadcast by 2,000 of their regional affiliates. Auction on eBay. CLS has collected nearly 200 packs of Millenios signed by some of the world's most famous celebrities (40% of those approached), including Oprah Winfrey, Matt Lauer, Katie Couric, Janet Jackson, Meg Ryan and Tom Hanks. Some even approached CLS directly with a request to participate in the auction. Due to the media attention caused by the product's introduction, eBay placed a direct link to Millenios' home page on the auction for free, a position for which companies usually pay up to $100,000. In the weeks following the launch of this product, General Mills overtook its main competitor Kellogg's to become the world's best-selling breakfast cereal brand, in particular thanks to sales of its newest breakfast cereal, Millenios.<\/p>","protected":false},"excerpt":{"rendered":" \u041a\u043e\u043c\u043f\u0430\u043d\u0438\u044f General Mills, Inc \u0441\u043e\u0432\u043c\u0435\u0441\u0442\u043d\u043e \u0441 \u0430\u0433\u0435\u043d\u0442\u0441\u0442\u0432\u043e\u043c Carmichael Lynch Spong \u041f\u0440\u0435\u043c\u0438\u044f \u00ab\u0421\u0435\u0440\u0435\u0431\u0440\u044f\u043d\u0430\u044f \u043d\u0430\u043a\u043e\u0432\u0430\u043b\u044c\u043d\u044f\u00bb \u0437\u0430 2000 \u0433. \u041e\u0431\u0437\u043e\u0440 \u0412 1999 \u0433….<\/p>","protected":false},"author":1,"featured_media":720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-campaigns"],"_links":{"self":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/comments?post=718"}],"version-history":[{"count":1,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/718\/revisions"}],"predecessor-version":[{"id":719,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/718\/revisions\/719"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/media\/720"}],"wp:attachment":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/media?parent=718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/categories?post=718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/tags?post=718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nStrategy: to introduce Millenios to consumers as part of a campaign widely covered by the media.<\/p>\nImplementation<\/h3>\n
\nExclusive presenter. To add to the spectacle, Dick Clarke, host of the TV show \"A fabulous New Year's Eve\", was invited to present the breakfast to start the countdown to the New Year.<\/p>\n
\nExclusive promotion. The Times Square Countdown event included a specially designed balloon that, when dropped on the count of ten, revealed a four-foot Millenios box. Hundreds of spectators in Times Square were given rattles, carnival hats and confetti.
\nMedia contacts. For media outside of New York, CLS developed a festive media kit in the form of a chronometer, which was complemented by a Millenios box and featured the product and the Times Square promotion. The kits were delivered to target media outlets on the day of the campaign. At the end of the campaign, video footage of the campaign was provided to US TV companies.<\/p>\n
\nA nationwide radio roll call. Following the initial launch of the product, most regions had to wait another two weeks before it was available on shelves. To keep Millenios waiting, CLS planned and executed a nationwide radio roll call featuring Dick Clark in major cities across the country on the morning of the Times Square event.
\nAdditionally, to keep the coverage going and drive further excitement, CLS donated 20 packs of Millenios to each radio station, including one limited edition pack signed by Dick Clark for on-air promotions.
\nAuction on the eBay Internet portal. CLS developed an online programme using eBay to auction Millenios packs signed by today's most popular celebrities, creating an eye-catching and easy-to-use autograph kit that was sent nationwide to a list of 500 celebrities and their agents. The kit contained a Millenios pack, an instruction sheet, a confirmation card and a fountain pen.
\nProceeds from the auction of celebrity autographs were donated to local branches of the Big Brother Big Sister (BBBS) charity.<\/p>\nEvaluation<\/h3>\n
\nIn the absence of advertising, media contacts were the primary tool for spreading the word about Millenios. Exclusive invitations were sent out to key media outlets a week before the event. Even a few days before the official unveiling of the product by Dick Clark in Times Square, the move generated a strong media response, including news stories on the news feeds of Dow Jones and Associated Press and 300 publications, with the total number of contacts reaching 67 million.
\nIndeed, rumours and speculation have reached such a level of excitement that Entertainment Weekly magazine included a story about Dick Clark and the Millenios in its \"Hot News Page\" section, which tells \"what's hot in the country this week\".
\n8 September 1999. Dick Clark officially introduced Millenios at a gala event in Times Square. The event was attended by representatives of national and regional media, including the New York Post, CBS Radio and ABC and Fox.
\nObjective 2<\/strong>\u00a0- to inform consumers about Millenios as widely as possible has been achieved.<\/p>\nMedia coverage<\/h3>\n
\n
\n
\nRadio roll call. The radio roll call with Dick Clark brought in over 1 million more contacts. But to keep the momentum going, the stations continued to run on-air promotions for a week after the interview. The promotions used ideas developed by CLS and included everything from live breakfast shows with DJs to breakfast eating contests. One station even came up with its own Millennial breakfast.
\nIn addition, more than 25 radio stations broadcasting to major markets such as Washington, D.C., Providence and Seattle contacted CLS on their own initiative, interested in the promotion, to interview Dick Clark and talk about Millenios.<\/p>\n
\nRepresentatives of 100 regional TV stations broadcast the event in Times Square, with voice-over commentary by Dick Clark, who, together with the local BBBS office, announced the eBay auction during the event. In addition, Clarke autographed the first package for the charity auction to benefit BBBS. Many of the packages signed by celebrities went for $500 or more each. The average cost of a package was $120, exceeding the initially planned $75 per package.<\/p>\n
\nObjective 3<\/strong>\u00a0- to stimulate sales of the product was achieved.<\/p>\n\n