NAILED IT: DMNews spends a few minutes with Adam Deringer, VP and chief digital officer, Brownstein Group

Share this content:
NAILED IT: DMNews spends a few minutes with Adam Deringer, VP and chief digital officer, Brownstein
NAILED IT: DMNews spends a few minutes with Adam Deringer, VP and chief digital officer, Brownstein

Q: What challenges was SuperPretzel facing at the start of its awareness campaign?

A: The parent company, J & J Snackfoods, originally came to us looking for a TV campaign. To start, we were facing a down market, so that was one major challenge. Also, we had a relatively small budget com­pared to competitors. We thought, how can we make an impact on a national scale? Knowing that teenag­ers are spending more time online, we wanted to leverage the Internet.

Q: What did you decide to do?

A: The idea was a viral campaign made up of 26 viral videos that followed the storylines of differ­ent wrestler characters, each representing a different flavor of SuperPretzel. All the characters had a strategic purpose. We created these storylines letting people know about lives of characters but also inviting people back to see the storylines on an ongoing basis. So we had an entire mock season of wrestling, which was well received for both male and female teens. We had TV spots on Comedy Central and MTV inviting people to keep coming. We had a YouTube channel, [posted videos on] superpretzel.com and then we developed a micro­site. The goal was not to just lead to a product Web site, we wanted a separate marketing campaign that steered away from product informa­tion and focused more on building the brand. This was a great way to extend a limited budget and create buzz.

Q: What were the results?

A: We had about 600,000 views on our YouTube channel. Also, SuperPretzel's Web site got more than 243,000 unique visitors in March 2007, as opposed to 2006 where it had 28,000 unique visitors.

Q: What was the biggest takeaway from this campaign?

A: To play in this viral world of social marketing, you can't take yourself too seriously. This is something that is really difficult for a lot of tradition­al companies to accept. You need to become your audience as opposed to being a brand speaking to your audience. This, in turn, generates interest in the brand. Being genuine is most effective in viral market­ing. There were a lot of other social networks we would have liked to leverage, we would have liked to use MySpace and some others, but our budget was limited.

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here