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Lotus approached us just three weeks before the Spring Comdex trade show in Chicago, and said they needed a major promotional campaign for their Integrated Messaging product being announced at the show. Lotus needed publicity not only for their product, but also for their business partners such as Siemens and AT&T.
We determined that this promotion would best be served by integrating the Internet into the marketing mix to extend the campaign 30 days beyond Comdex. Our creative team, which included US Web San Francisco, decided to use a Twister theme with a Chicago focus to take advantage of the movie's popularity and Comdex's location.
We created a Web site "scavenger hunt" from scratch, secured hand-held tornadoes as show giveaways, designed handout cards to publicize the site, negotiated with companies for dozens of prizes and coordinated publicity with the Lotus business partners. All of these frenzied activities came together (barely) in time for Comdex.
Just like the movie, our story had a happy ending. A few thousand people visited the site, and several hundred highly qualified prospects completed the Lotus Twister game, giving Lotus a great database of leads. And our staff got some great Chicago deep dish pizza and a great course in Chicago trivia.