Arnold Sandwich Challenge

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Challenge

Arnold Bread wanted to drive trial and awareness of their products. Their PR firm and advertising agency co-developed a comprehensive marketing campaign that included a promotional contest. They needed someone to program and launch the promotional microsite in a very short time frame. They called MRI.

Solution

MRI worked closely with the marketing planners to build and launch the Arnold Best In Class Sandwich Challenge (www.arnoldsandwichchallenge.com). The recipe contest was aimed at children to create young brand ambassadors and to drive consumer- to- consumer buzz with engaging web content including healthy tips, quizzes, and an interactive game. There will be four grand prize winners, one from each of four age groups (6-8), (9-12), (13-15) and (16-18) . Each winner will receive a $1,500 college scholarship and a $5,000 gift to the winner's school.

Details

Programmed, coded and hosted the website using client-supplied creative. Developed a judging tool for the PR firm to aid in the decision of the finalists. Designed and programmed the custom voting mechanism for the recipe contest. Developed rules, and provided legal feedback on all promotional material including radio advertising and POP displays.

Results

In the first month of the program, 450 people registered for the contest and 178 people submitted recipes.