Massivemedia is a leader in executing turn-key non-traditional advertising stunts. I have worked on some pretty cool and never-been-done-before creative executions. But I am about to unveil one of the coolest non-traditional advertising programs that I have ever worked on.
The client is Johnsonville Brats. Johnsonville Brats has dreamed up a winner with their creative agency. We are building a nearly 30 foot mock grill. Thats 3 stories of branded advertising! Above the grill will be a 15 foot Johnsonville Brat suspended 50 feet in the air from a crane for 10 days. On March 7th the Brat will lower from the crane onto the grill "Kicking Off the Grilling Season" like the countdown clock in Times Square. On the big day, there will be celebrity chefs, radio support, an oldies band, sampling, SMT and full PR push. And the kicker is... this is all being executed on the steps of The John Hancock Center in Chicago.
I have been able to partner with the John Hancock Center, secure the proper permits, build the grill, offer security and all within budget.
There are tons of execution firms out the in the Out Of Home (OOH) industry. The reason I am successful is Massivemedia is an expert at pricing non-traditional street level advertising programs. We offer the lowest pricing in this space and some of the best executions around. We are able to anticipate all the pitfalls of a program such as this and plan accordingly. You can not make a better impression than what Johnsonville is doing!
Here is the rendering of the program. I fly out to Chicago in a couple of days and will post actual pictures from the site.
Ari Chasin
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Here is Promo Magazine's coverage of the Interactive Spectacular
Johnsonville Sausage wants people to think now about summer grilling. To get them in the mood, it’s staging an event at the John Hancock Center in Chicago, where it was 34 degrees yesterday.
The event, which runs today from noon to 4 p.m., centers around a 30-foot mock barbecue grill. A 15-foot-long, 250-lb. replica of a Johnsonville Brats sausage hangs about 50 feet above the grill, suspended in the air with a crane.
The installation has been up for the past week to hype today’s event, said Ari Chasin, vice president of sales and marketing for Massivemedia, the media and marketing company that handled the build.
Countdown clocks have also been erected around the area to tick off the hours and minutes leading up to what Johnsonville arbitrarily considers to be the start of grilling season. At noon today, when the countdown clock strikes zero, the sausage prop will be lowered to the grill, which will sizzle and smoke.
Brand ambassadors will hand out samples of Johnsonville Sausage. Celebrity chefs, including Jon Shook and Vinny Dotolofrom Food Network’s “Two Dudes Catering” show, will also make appearances and assist with the sampling. In addition, 25,000 Johnsonville Sausage coupons will be handed out to people who visit the John Hancock Observatory, Chasin said.
The installation will remain up through the weekend.
“We thought it would have a lot of PR value,” Chasin said.
Beyond the build, Massivemedia was in charge of site logistics and site management. Campbell-Minthun oversaw the creative and Ogilvy PR handled PR.
In a separate promotion, visitors to http://www.johnsonville.com can enter for a chance to win one of 10 Weber Genesis E-3230 LP Gas Grills through March 30. Lesser prizes include a pair of Johnsonville-branded grilling tongs.
http://promomagazine.com/eventmarketing/johnsonville_sausage_grilling_season_0306/
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