Unilever USA is bringing back its popular Klondike Bar ad campaign with a twist that invites people to upload videos to show what lengths they would take for the frozen treat.
Visitors can submit videos ranging from 15 seconds to 90 seconds of the outrageous stunts and antics they’d perform for the ice cream novelty to http://www.klondikecontest.com.
Categories include Laughs, Flaunt It, Did you See That? and Everything Else. Each entry must feature a positive reference to or visual of someone enjoying a Klondike product and include the phrase “Klondike Bar.”
Submissions in the “What Would You Do for a Klondike Bar” contest will be accepted through July 31. People can vote on their favorites on the site. Semi-finalists will be selected based on fan ratings and judges’ feedback. Four finalists will be revealed in August when visitors can choose the winner.
One grand-prize winner will receive $100,000 and a trip for two for a digital short consultation with Andy Samberg, Akiva Schaffer and Jorma Taccone of “Saturday Night Live.” People who vote on the entries will have a chance to win $25,000. More than 30 videos so far are posted on the site for viewer rating.
Klondike spread the word about the promotion last month, airing two TV spots during the May 15 finale of “My Name is Earl.” It also was featured via a product placement deal, in which one the show’s characters, Randy, showed some of the crazy things he would do for a Klondike bar. The brand was also shown in a live TV spot during “The Tonight Show last month.
Online advertising, including homepage takeovers on AOL and You Tube and ads on other Web sites and TV spots also support the contest. Klondike is working with several of agencies on the contest, including Story Worldwide, GolinHarris, DDB Worldwide, Mindshare World and Mindshare Interaction.
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Unilever has extended its series of Webisodes for its I Can't Believe It's Not Butter Spray. This one, including six animated Webisodes and one TV spot, plays off the presidential campaign.
The latest storyline features "Spraychel" in her quest to be president of the fridge. But Spraychel's opponent, "Maxwell Butterman" tries to block her effort with his stance on old-fashioned ways of eating.
So, Spraychel is asking for the public's help to secure the seat through an online vote, which offers the chance to win $400,000, a presidential salary. The weekly episodes, which launched June 23 at www.VoteSpraychel.com, run through July 27.
At the site, visitors can also play online games for a chance to win $15 Target gift cards, read about the "political" issues and spread the word about campaign to friends. Visitors can also download a 50-cents off coupon for the butterspray.
"We have had great success in integrating I Can't Believe It's Not Butter Spray into new media outlets to broaden our consumer base and create a connection that is not easy to acheive through traditional outlets," said Keith Bobier, senior director of marketing at Unilever, in a statement.
The campaign marks the fourth year that the comopany has built a campaign around its heroine, Spraychel. Last year's effort, "Sprays in the City," garnered mroe than 1 million unique visits to the Web site and a more than 50% boost in brand awareness among visitors.
The promotion is being marketed through Unilever's partnership with MSN and MSN Games, where people can play a series of online games featuring Spraychel for President characters. It also is spreading the word through a media buy with MSN and PR efforts targeting bloggers and influential media.
In addition, the company created a fan page on Facebook www.facebook.com/pages/Spraychel-for-President/37662116264. ComCast Interactive and DirectTV will also air the Webisodes and a TV spot to support the effort.
Story Worldwide handles the Creative and online work, M Booth & Associates is in charge of PR and Mindshare oversees media buying. Don Jagoda Associates, Inc. is handling prize fulfillment for the sweepstakes.
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