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Athenos “Make Summer Gatherings Sing” Music Downloads
Kraft’s Athenos brand found the movie “Mamma Mia,” set on a fictional Greek island, to be the perfect partner to promote their line of Feta cheese, Hummus, and Pita Chips. Consumers who purchased specially-marked Athenos products could download one free song with an on-pack code. They worked with SCA to provide the promotional risk coverage: in the event that more people than expected downloaded songs, SCA would pay for the extra music downloads.
Objectives:
- Tie into a movie that works well with the Athenos brand.
- Increase sales of Athenos products.
- Differentiate Athenos from competing brands at point-of-purchase.
Strategies:
- Offer one free music download from the movie “Mamma Mia” or from Universal’s entire music catalog.
- Advertise the promotion prominently both on-pack and through in-store displays.
- Create a promotional micro-site, www.gatheraroundathenos.com, allowing consumers to watch the “Mamma Mia” trailer, learn about Athenos products, and print recipes inspired by the movie.
- Lock in the promotional budget by securing promotional risk coverage through SCA.
Results:
- Athenos was able to stay within their promotional budget since SCA removed the risk of unexpected downloads.
