Cloudy 2

High-Impact Campaigns
  • Cloudy with a Chance of Meatballs 2 packaging promotion

Read this article on VMA Storyboard for an in-depth look at how this promotion unfolded!

http://www.vmastoryboard.com/case-stories/1740/cloudy-with-a-chance-of-cross-media/

Project:

Strategize, manage, and implement a national co-promotion with non-competing fresh produce growers, Sony Pictures Animation, and Feeding America.

Process:

  • Serve as the conduit between all parties, managing the campaign at large as well as individual partner efforts
  • Develop campaign look and feel from collateral, from nationally-distributed packaging to main landing site, working tightly with internal teams at Sony and Feeding America
  • Identify measurable calls to action and other opportunities for analytics
  • Create additional campaign strategies and elements including a food truck, giveaways, PR event strategy, social media support and much more

Results:

  • Cloudy 2 was the most­-watched film in September, and millions of impressions were created online and in retail supermarkets
  • Campaign ranked as one of the top five Feeding America campaigns for the year – raising hundreds of thousands of dollars and generating awareness
  • Sales of each produce item in promotional packaging outperformed their planned distribution numbers; one partner saw a sales increase of 12% across its 5 participating SKUs
  • Valuable media coverage was earned, over 400 articles mentioned produce partners
  • Fresh produce partners saw tremendous jumps in online activity including up to a 26% increase in Facebook fans, up to 25% more website traffic and a total of nearly 6 million social media impressions
  • Promotional microsite saw thousands of unique viewers
  • Thousands of pounds of fresh produce was donated to Feeding America
  • One retailer alone (Sprouts) raised over $580,000 for Feeding America through in­-store efforts
  • Platinum winner – Hermes Awards