Super Bowl & Football

Three studies examine people's intuitive abilities to influence others by leveraging context effects and their reactions when they believe others are manipulating the choice context to influence them.

Client: Coors Brewing Co., Golden, Colo.
Materials: Inflatable (PVC vinyl)
Introduction: January 2003
Size of Run: 20,000
Comments: This inflatable display was used to promote Coors Light prior to and during the Super Bowl.
P-O-P Company: Genesis Creative Group Inc., Grand Rapids, Mich.

Client: Action Performance Companies Inc., Phoenix
Materials: Inflatable (PVC vinyl)
Introduction: January 2003
Size of Run: 1,175
Comments: One of the NASCAR-licensed chairs, this inflatable chair promotes the auto-racing association and driver Jeff Gordon.
P-O-P Company: Genesis Creative Group Inc., Grand Rapids, Mich.

Examining the impact of brand communication and consumer promotion on the sales lift generated from displays

Client: PepsiCo Inc., Purchase, N.Y.
Introduction: February 2003
Number of displays: 1,000
Construction: Litho mounted to B-flute corrugate, audio
Distribution: Supermarkets nationwide
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: At the push of a button, located on a separate corrugated unit above the corrugated TV display, this display plays a 10-second audio message explaining Pepsi's Super Bowl promotion. The display also promotes Pepsi's commemorative Super Bowl cans.

An Ad Age study finds price offers have the greatest influence on 'spur of the moment' purchases