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The Klondike Challenge April 10, 2013
Wednesday, April 10, 2013
The Challenge
Help support Klondikeʼs move from awareness to engagement by creating a campaign that helps make Klondike a lifestyle brand.
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Wednesday, April 10, 2013
The Big Idea
Our guy is busy. And he wants to be selfish sometimes. With Klondike, he can. Let's empower him to savor his precious alone time, and make sure he never feels guilty about it.
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Wednesday, April 10, 2013
OUR CAMPAIGN 速
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Wednesday, April 10, 2013
Meet Klondy
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TELEVISION 速
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Wednesday, April 10, 2013
Guy dropping kids off at school. He looks at Klondy, who nods signaling it's okay. 速
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Guy is at work, in a meeting, tired and stressed out. He sees Klondy nodding reassuringly. 速
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Guy is sitting on the couch with his kids running around him frenetically.
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Man goes into the kitchen and grabs a Klondike Bar.
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He hears his kids asking for one and looks back in the freezer. He sees bear staring through the window shaking his head “No.” (JINGLE: WHAT WOULD YOU DO-OO-OO?) ®
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Man relaxing on couch watching TV, enjoying a Klondike Bar.
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Girlfriend's hand reaches into frame, going for the bar.
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Klondy's hand comes from seemingly nowhere and slaps her hand away. 速
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She pulls her hand back still eyeing the bar, but Klondyʼs watching her. (JINGLE: WHAT WOULD YOU DO-OO-OO?)
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Wednesday, April 10, 2013
She reaches again. Klondy chop.
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VO: Male, 25-35. Manly, strong, Ron Swansonlike voice. This commercial is only 15 seconds long. Because you share enough of your time. Are you done being asked to share everything? ! Are you nodding? Then youʼre ready. (Jingle: What would you do-oo-oo?) Bearsdontshare.com. Stop the madness. ®
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PUBLIC RELATIONS 速
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Klondike Mall Takeover • Pop-up “No Sharing” guys-only zone • Your “No Sharing” moment is sponsored by: • La-Z-Boy • Sony • Xbox
• Organic social media opportunity • #bearsdontshare
• Five major markets: • Los Angeles, CA • New York, NY • Chicago, IL • Austin, TX • Atlanta, GA ®
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#KlondikeRoadster • Positive brand experience linked with one of our guyʼs favorite pastimes
• Join tailgating scene at 5 MLB weekend series • Month-long Twitter campaign • Organic social media conversations
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Wednesday, April 10, 2013
No Share Nation July Visits:
• Phillies vs. Nationals at Citizens Bank Park in Philadelphia, PA • Brewers vs. Cubs at Miller Park in Milwaukee, WI • Yankees vs. Red Sox at Yankee Stadium in New York, NY • White Sox vs. Tigers at Cellular Field in Chicago, IL • 2014 MLB All-Star Game - Home Run Derby at Target Field in Minneapolis, MN
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Wednesday, April 10, 2013
Reviving Baseball in Inner Cities (RBI) • Leverage media partnership with CBS to demonstrate support for RBI
•10% of media buy will be used to fund a non-profit program
• Promote partnership on social media and Tumblr
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Wednesday, April 10, 2013
Media Relations • Media relations generates awareness to drive brand affinity
Grassroots Campaign - Concentrated media relations around Klondike grassroots efforts
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Wednesday, April 10, 2013
Partnerships - Leverage national organizations’ media pull for increased recognition