Marshmallow Peeps Fun Bus Tour 2004

Brand: Marshmallow PeepsCompany: Just Born, Inc.Agency: Marketing WerksCampaign Title: Marshmallow Peeps Fun Bus Tour 2004Product Category: ConfectioneryTime Frame: Spring 2004Award Category: Cause/Community Outreach Promotion Marketing Overview Just Born, Inc., a family-owned Pennsylvania confectioner, introduced Marshmallow Peeps in 1953. Peeps are a line of sugarcoated marshmallow candies that come in an array of shapes and sizes and are available for purchase during five seasons/holidays: Easter, Summer, Halloween, Christmas, Valentine's Day. Marshmallow Peeps has been the No. 1 non-chocolate candy brand during the Easter season for the last decade. Due to Peeps' high visibility during the period, Just Born decided to leverage the brand to give back to the community through a partnership with Easter Seals. Easter Seals is a national, non-profit organization that aids children and adults with disabilities or other special needs. The organization is a nationwide affiliate network, with approximately 450 centers that help more than one million people annually.The promotion that evolved between Just Born and Easter Seals not only showcased the popular Peeps Fun Buses, but also incorporated a partnership with CVS and a celebrity Easter basket auction on eBay. Promotion ObjectivesIncrease awareness for Easter Seals and Just Born by gaining 29.5 million media impressions.Raise donations for Easter Seals through Fun Bus, CVS and eBay fundraisers.Obtain 8,260 targeted interactions between the Peeps brand and consumers.Strategy & Tactics The Peeps Fun Buses, two custom-built and completely modified 37-foot school buses, visited Easter Seals Centers and CVS stores in cities across the East and Southeast regions. In the course of six weeks, the buses visited 103 locations in 18 cities to raise money and awareness for local Easter Seals affiliates. While in market, the Fun Bus crew would visit Easter Seals Centers and retail locations and appear on local media affiliates. Since the Fun Buses are handicapped-accessible, both Easter Seals patients and CVS shoppers could enjoy all that the Fun Bus had to offer both inside and out. Inside the buses, visitors entered "Peepsville," where Marshmallow Peeps live and play. They could learn about the Easter Seals mission, view interactive dioramas of Peeps participating in seasonal activities, view seasonal advertisements, sample the product, review the brand's 50-year history, and purchase Polaroid pictures or T-shirts in support of the cause.After the Peepsville tour, visitors were invited to the Peeps Creation Station, where they could use Peeps in arts and crafts projects at tables outside the bus. CVS joined Just Born's effort to raise money and awareness for Easter Seals by selling hang-tags at registers in Houston, Dallas, Chicago, Orlando, Tampa and Miami stores. Visits from the Peeps Fun Bus were advertised in store circulars. Stores handed out bag-stuffers and hosted coloring contests when the Fun Bus visited. Just Born also enlisted the help of Hollywood celebrities. Personalized Easter baskets were created using autographed photos, CD's, T-shirts and Just Born candy. Participating celebrities included Sting, John Mayer, Emeril Lagasse, Vanna White, Black Eyed Peas, Josh Groban, Nelly Furtado and the cast of Everybody Loves Raymond. The baskets were auctioned off on eBay to the highest bidder.Results The Marshmallow Peeps Celebration tour achieved 111 million media impressions, 277% over objective. Donations of $37,018 were raised for Easter Seals through Fun Bus appearances, the sale of premium items, CVS hang-tag sales, and the celebrity basket auction.The Fun Bus tour generated 14,082 personal interactions, 70% over goal.

Marshmallow Peeps Fun Bus Tour 2004

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment