Polaroid Baseball Tie-in at Wal-Mart

Client/BrandPolaroidLead AgencyEuro RSCG 4D ImpactTime FrameJune 1-Aug. 31, 2004MarketsMinor League Baseball stadiums and surrounding Wal-Mart stores for the following 20 Minor League Baseball teams: Akron Aeros, Arkansas Travelers, Birmingham Barons, Bowie Baysox, Brockton Rox, Carolina Mudcats, Columbus Clippers, Ft. Worth Cats, Trenton Thunder, Indianapolis Indians, Jacksonville Suns, New Haven County Cutters, Charlotte Knights, New Orleans Zephyrs, Oklahoma Redhawks, Rancho Cucamonga Quakes, Savannah Sand Gnats, Schaumburg Flyers, Tennessee Smokies, and Norfolk Tides.ObjectivesCreate an account-specific Polaroid campaign for Wal-Mart. Enhance Polaroid's relationship with Wal-Mart. Generate displays within Wal-Mart. Develop a campaign that would drive consumers to Wal-Mart to purchase Twin Packs of Polaroid 600 Film. Provide in-store "retailtainment" supporting Polaroid at Wal-Mart.Target AudienceFamilies with children StrategySince Polaroid always has a difficult time getting support and generating excitement through Wal-Mart, the idea was to create a campaign that would generate excitement at the store level. Wal-Mart prides itself on being family oriented; hence, Polaroid developed a program that would appeal to the chain's customers.Polaroid wanted to target middle-class families. Minor League Baseball was selected as the platform because it is extremely family-friendly (with an average ticket price of $5.26). Minor League Baseball provides a fun environment with unique team names and on-field contests. It also supports Wal-Mart's community marketing initiatives.An integrated campaign was created around select Minor League Baseball teams. We evaluated 60-plus teams and built an ROI model based on sponsorship fees, attendance, number of Wal-Marts in each market, and Polaroid sales figures in those stores.A special Minor League Baseball ticket offer was featured in each Twin Pack of Polaroid 600 Film. Purchasers received a special ticket that could be redeemed directly at the local stadium's ticket office/window. The offer was either two free tickets (at the 14 participating Double-A, Single-A, and Independent teams) or buy-one-get-one-free (for the six Triple-A teams). All Polaroid Twin packs were flagged with the offer. Special baseball-themed PDQ trays also communicated the offer.All 20 teams conducted on-field or in-stadium promotions at all Sunday home games.Each team also conducted three to five "retailtainment" events inside Wal-Mart stores. Players (who are local celebrities) and team mascots appeared for autograph and Polaroid photo sessions in a total of 93 stores. The Minor League Baseball campaign created excitement and generated support from Wal-Mart. The Polaroid campaign also matched Wal-Mart's own marketing initiatives in targeting families and supporting local communities.Polaroid's channel marketing department indicated that the campaign has been internally labeled "a model of success." The reason for its success is manifold: The campaign garnered incremental displays, the added-value offer was of high-perceived value to the consumer, the promotional offer was easy to understand, and the reward was instant. In addition, the "retailtainment" events generated excitement at Wal-Mart stores, and the ballpark activity drove traffic to stores.ResultsThe campaign generated a 5% sales increase for Polaroid 600 Instant Film.Unexpectedly, the campaign brought new consumers into the franchise, with a 6.5% sales increase for Polaroid 600 cameras.Polaroid planned for three shipments of product during the three-month campaign. Sales during the first week of the promotion were so high that the company advanced the schedule to send the second wave of displays and product to stores that were already selling out.99% of displays shipped to stores were set up.The campaign gained endcap displays in many stores.The campaign enhanced Polaroid's relationship with Wal-Mart.

Polaroid Baseball Tie-in at Wal-Mart

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