Holiday 2014 Campaign Recap
Contents Overview Assets Live & Produced Spots Social Experiential Digital Results Contacts
Campaign Overview
Objective Drive retail sales of coffee and tea holiday gifts, blends, seasonal drinks in the San Francisco Bay Area and Washington D.C. metro during this pivotal and record short retail season.
Strategy iHeartMedia will leverage organic DJ chatter promoting the brand and area locations with top on-air personalities, social networks and experiential marketing in high traffic locations.
Net Investment Combined markets: $180,000
Campaign Overview
ENDORSEMENT Commercial Messaging ● 11/10-11/17 MUSIC ● 12/01-12/22 ● 11/10-11/17 Peet’s Sampling ● San Francisco and :30 ● 12/01-12/22 ● onsites Washington D.C. ● Schedule weighted ● key retail areas
around key shopping ● supported on- :15 dates line and on-air Social ● All talent support the campaign with social features
NOV DEC Holiday Shopping Season
BLACKBLACK FRIDAY 1 3 Only 3 Power Weekends between
60% One of just 26 days, Black 2 Thanksgiving and Christmas Of Holiday Friday, is a key to drive sales for the year revenue day in the purchase are Made Thanksgiving shortest shopping weekend season possible
Campaign: San Francisco Talent
Sana G & Miss Kimmie KMEL-FM Renel & Christie AM Drive KISQ-FM Rhythmic CHR AM Drive Rhythmic AC
Sandy & Marcus D. Don Bleu & Carolyn KIOI-FM KOSF-FM AM Drive AM Drive Adult Contemporary Classic Hits
Armstrong & Getty JV & Selena KKSF-AM KYLD-FM AM Drive AM Drive News Talk Pop CHR
Campaign: Washington D.C. Talent
Aly Jacobs Loo Katz WMZQ-FM WASH-FM AM Drive AM Drive Country Adult Contemporary
Lisa Berigan WBIG-FM Afternoons Classic Hits Intern John WIHT-FM AM Drive
Contemporary. Hits
Mike Jones WWDC-FM Afternoons Album Oriented Rock
Campaign: Produced Spots
11/24 – 12/11
Adult D.C. Stations :30 Youth D.C. Stations :30
Adult D.C. Stations :15 Youth D.C. Stations :15
Adult SF Stations :30 Youth SF Stations :30
Adult SF Stations :15 Youth SF Stations :15
12/12 – 12/28
SF and D.C. :30 SF and D.C. :15 Campaign: Highlights
Listener recommends Peet’s on LIVE call - KOSF Don Bleu & Carolyn Don and Carolyn were doing a bit about Neil Patrick Harris not wanting to know which of his sons he fathered and which son his husband, David fathered. As they were talking to a listener about it, Carolyn mentioned how she was exhausted from all this learning and the listener suggested that Carolyn go find a Peet's Coffee. A fantastic example of how the endorsements and our messages every day stick with the listeners.
Live and Local - KOSF Don Bleu & Carolyn Don and Carolyn on KOSF heard about Peet’s Coffee being handed out along market street so they did an additional mention during their show Campaign: Social SF KMEL Campaign: Social SF KOSF Campaign: Social SF KISQ Campaign: Social SF KKSF Campaign: Social SF KYLD Campaign: Social SF KIOI Campaign: Social D.C. WWDC Campaign: Social D.C. WASH Campaign: Social D.C. WBIG Campaign: Social D.C. WIHT Campaign: Social D.C. WMZQ Campaign: Experiential
Union Square San Francisco 3X Events Each event promoted on-air Event listings on all 6 Bay Area Station :15 websites for each event Campaign: Experiential
Union Square San Francisco 3X Events
ROS Display Banners on all 6 Bay Area stations for each event Campaign: Experiential
Union Square San Francisco 3X Events Campaign: Experiential
Union Square San Francisco 3X Events - and 1X Bonus onsite with KIOI
Over 2128 Samples and 1150 coupons distributed! Campaign: Experiential
Union Square San Francisco 3X Events Campaign: Experiential
Union Square San Francisco 3X Events Campaign: Digital
Coupon: Homepage placement on KYLD and key word “Coffee” link on all sites.
Campaign: Results
Interest Index: 100! Interest Index: 82
iHeartMedia Final Week iHeartMedia Dark Week Interest Index: 73 Interest Index: 54 iHeartMedia Campaign Kick Off
Interest Index: 58
Washington D.C. Washington Google Google Search Trend
Campaign: Results
iHeartMedia Final Week Interest Index: 100!
Interest Index: 50
iHeartMedia Campaign Kick Off iHeartMedia Dark Week
Interest Index: 37 Interest Index: 39
San Francisco San Google Google Search Trend Thank you
iHeartMedia appreciates your continued partnership!
CONTACTS
Dawn Pepka Integrated Media Client Strategist Brand Integration Group iHeartMedia dawnpepka@iheartmedia.com 415.247.4780
Damon Gunkel VP, National Sales iHeartMedia [email protected] 415.247.4382