Overview
How do you update and market one of the world's most recognizable brands and tie into offline prizes?
Problem Encountered
Overview
Cracker Jack is one of the most recognizable brands in the world. With that much market awareness, it is important that all marketing arms are working together. With the increase in online entertainment usage, Cracker Jack was looking for a vehicle that would give their viewers and opportunity to combine the traditional "Prize Inside" with an online game. In addition, their web presence needed an overhaul that would be more interesting to both parents and kids who enjoy Cracker Jack.
Our Solution
Overview
Cracker Jack is one of the most recognizable brands in the world. With that much market awareness, it is important that all marketing arms are working together. With the increase in online entertainment usage, Cracker Jack was looking for a vehicle that would give their viewers and opportunity to combine the traditional "Prize Inside" with an online game. In addition, their web presence needed an overhaul that would be more interesting to both parents and kids who enjoy Cracker Jack.
Results
Cracker Jack has one of the most loyal customer base of any brand in existence. Prior to our redesign and implementation, Frito-Lay, its parent company, had 100s of complaints via phone and email each month on how they had let the brands website lag into useless space.
After bloomfield knoble's redesign and game implementation, crackerjack.com had its second largest ever period of new and return visitors. (At the time of the game launch, it was the largest in the site's history.) Not only did the bad press, emails and phone calls stop, they actually reversed. The numerous fan clubs came out in major support of the site redesign and effort behind the project to the immense enjoyment of the Cracker Jack brand manager and sales team.
The site's most-ever visitation coincided with bloomfield knoble's second promotion. This occurred between Big Dog T-Shirts and Cracker Jack's national "Big Dog Cutest Dog Contest" held on the crackerjack.com site.
More than 1 million visitors voted in 6 weeks of voting for 6 separate categories. The campaign saw towns host min-Big Dog voting events, as well as grass roots campaigns rising out of the voting.
The campaign was the single largest ever in the site's history.
Related Links
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