Magazine article CRM Magazine

Game Show Network Marketing Link Heats Up Frozen Food Company: On-Cor Increases Brand Awareness by Sponsoring a Multichannel Campaign on GSN

Magazine article CRM Magazine

Game Show Network Marketing Link Heats Up Frozen Food Company: On-Cor Increases Brand Awareness by Sponsoring a Multichannel Campaign on GSN

Article excerpt

[ILLUSTRATION OMITTED]

Best-in-class marketing campaigns touch a large customer base with relevant material in an engaging, timely, and unique manner across all available channels. These campaigns win the loyalty of a company's customer base and a mass of new fans.

When On-Cor Frozen Foods and Blue Chip Marketing Worldwide collaborated to develop the type of nationwide sponsorship campaign that would build brand awareness and affinity, they focused on the word "win" and joined forces with the Game Show Network (GSN), whose motto helped define the On-Cor marketing strategy: The World Needs More Winners.

When 23-year-old Sol Friend returned from military service in 1946 and started his own frozen food company, he drove the delivery truck himself. As his company matured, he realized that retail support would be critical to On-Cor's success. To reach those potential partners, On-Cor products were promoted on TV and radio as early as the 1950s. Today Sol's son, Howard, runs the family business, and On-Cor's approach has remained the same.

For On-Cor, there was no better home for its promotion than GSN, explains Jaimie Flagg, general manager of Blue Chip Brand Marketing. Both companies target the same base--families--and try to evoke similar feelings. GSN represents fun family time and On-Cor meals are meant to be comfort food best enjoyed at a crowded dinner table, and both are meant to be enjoyed during prime time.

"With the economy, quality entertainment means staying home and having a family dinner," Flagg says. "The families that stay at home together are the ones who play these [GSN] games together."

Mindy Hamilton, vice president of strategic partnerships and promotions at GSN, calls On-Cor a premier partner. "Our passion points aligned," she says. "We were both going after the same thing, and we both had the same messaging: further engagement, drive sales, and provide a unique rich engagement for TV and online viewers."

The campaign, which the companies dubbed It's Game Time with On-Cor, allowed participating customers to receive a year of On-Cor family-size meals and appear live via Skype on GSN's Bingo Blitz, an interstitial one-minute program that runs during commercial breaks. Contestants of Bingo Blitz typically go to the game's Web site, select bingo numbers, and watch the show to see whether their numbers will be selected.

The marketing campaign allowed families to appear on the show, where they could receive their 15 minutes of fame while expressing their love for On-Cor meals.

Blue Chip oversaw every aspect of the promotion, from helping with the creative process to establishing a Web presence to promoting the campaign via email and social networks. …

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