Case Study
Foster Grant
“Viva Elvis” Sweepstakes
When Elvis Presley’s original Foster Grant sunglasses went on the auction block, the marketing executives at Dallas-based Foster Grant snapped them up. They knew the sunglasses could be the basis of a strong brand promotion - they just weren’t sure what that promotion should be. At the same time, Foster Grant wanted to strengthen its relationships with long-term retailers.
Enter The Powell Group, who identified the upcoming 20th anniversary of Elvis’ death and set out to create a nationwide sweepstakes promotion that capitalized on the acquisition of the original sunglasses while generating in-store traffic. The Powell Group promoted the sweepstakes with the Flying Elvi skydiving team, who had recently been featured in the hit movie “Honeymoon in Vegas,” performed at the sweepstakes kick-off and for select national media during the anniversary of Elvis’ death. There was also a two-part mailing to television producers. The first mailing featured a “Don’t Be Cruel… Open at Once” message on the outside of package and a life-size Elvis cut-out inside with a custom message to the host (for example, “Hey Joan… Did you see my Foster Grants?”) The next day’s package included replicas of Elvis’ Foster Grant sunglasses with an invitation to sky dive with the Foster Grant “Flying Elvi” to celebrate the anniversary and promotion. An awards ceremony was held for the sweepstakes winners in Memphis, Tenn., during the anniversary of Elvis’ birthday.
Good Morning America, CNN, CBS This Morning, ABC World News, and a slew of regional, local and trade media responded in force to the Foster Grant sweepstakes. In a world where many journalists barely have time to respond to calls and e-mails, many targeted by the creative campaign responded with a thank you even if they had to decline. Most media jumped at the chance to fly with the Flying Elvi or cover their adventures, and those who couldn’t got the message that Foster Grant was an established resource for creative, memorable content.
Bottom line… as a results of the sweepstakes and the attention it gained, consumers headed to stores to enter the sweepstakes and scoop up Foster Grant sunglasses. And ultimately that led to strengthening important relationships with retailers.
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