The World’s Largest Awards Program Recognizing Excellence in Promotion Marketing!
Chief Marketer, the marketing industry’s power portal for marketers that brings together ideas and perspectives from the industry at large, is pleased to unveil the 2023 Pro Award Winners.
Each year, an exclusive group of agencies are selected to represent the best and brightest firms in PR and Communications.
The 2023 Pro Award Winners include:
- Octagon Agency and Mastercard
- Factory 360 and Meta
- Infinity Marketing and HP, Inc.
- Quench and Sun-Maid
- Zenith and Walmart
- HelloFresh
- X-FCTR, Groove Jones and Target
- Jack Morton Worldwide and Adidas
- Opus Agency and Google Cloud
- Legacy Marketing and Babybel
- Upshot and Modelo
- Inspira Marketing and Barone Fini
- Nonsense and Trimble
- TLC Worldwide and Tommy Hilfiger
- HANGAR12 and Kernel Season’s
- EWI Worldwide and Subaru
“This year’s winners demonstrate promotional marketing’s evolution and innovation, which continues to deliver exceptional campaign results for some of the world’s top brands,” says Kaylee Hultgren, Content Director at Chief Marketer. “Through combining tried-and-true tactics like contests and sampling with newer trends, from sonic branding to gamification to metaverse marketing, these impressive campaigns are shining examples of promotional marketing’s ability to drive demand amid an increasingly fragmented marketplace.”
Why It Struck Gold
During the critical, ultra-competitive holiday shopping season, Target wanted to make shopping for toys all fun and games. So it transformed the toy aisle into an augmented reality wonderland in all 1,953 of its stores. By scanning a QR code, visitors could tour a virtual toy land with Target’s canine mascot, Bullseye, as their guide. Kids could virtually play with Bullseye’s top toy picks—and send wish lists with their favorites to their parents.
The Challenge
Rolling out a campaign featuring real-world and digital assets to nearly 2,000 stores nationwide is no one’s idea of easy. And while the campaign had to make a major impact on consumers, the impact on store operations needed to be minimal.
The Solution
Target created in-store displays to attract kids and adults alike, as well as an immersive AR experience that consumers could launch by simply scanning a QR code. When they were done decorating a gingerbread house, dancing with Bluey, and engaging in other virtual adventures, guests were directed to Target.com, where they could add toys to a wish list or shopping cart.
The Results
The digital experience generated 50,273 unique clicks and 14,188 unique visits to the linked landing page. The 1:18 average time spent in the AR wonderland was twice the industry average for AR engagement time. And it’s safe to say that the kids who virtually decorated Barbie’s Vacation House or played Animal Planet’s Deep Sea Shark Rescue, among other games, got into the holiday spirit.
Linke to Awards – https://chiefmarketer.com/event/2023-pro-awards/