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Grab 'em by the Sack
The National Sunflower Association needed a national promotion to raise top-of-mind awareness of in-shell sunflower seeds among males age 12 to 24. We developed an online video contest inviting entrants to create videos based on the theme, "Grab ‘Em By the Sack." In the 13-week contest, 12 weekly winners were chosen by online voting. These winners advanced to compete for the $10,000 grand prize. We developed a website for uploading, viewing and voting on the videos. The contest was also promoted through web forums ranging from video contest and production websites to humor and college sites. Each week, all video entries were uploaded to popular video aggregator sites, such as YouTube, Google Video, Yahoo Video and others.
The videos received over a quarter million total views, with over 100,000 views in the final week alone. The traditional media relations garnered an estimated media value of over $250,000, including stories in USA Today, Chicago Sun Times and regional newspaper and television outlets. The new media relations garnered an estimated advertising value of $250,000 for an estimated grand total of $500,000, on a budget of $70,000.
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