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Holiday 2014 Campaign Recap
Contents Overview
Assets
Live & Produced Spots
Social
Experiential
Digital
Results
Contacts
Campaign Overview
Objective Drive retail sales of coffee and tea holiday gifts, blends, seasonal
drinks in the San Francisco Bay Area and Washington D.C. metro
during this pivotal and record short retail season.
Strategy
iHeartMedia will leverage organic DJ chatter promoting the brand
and area locations with top on-air personalities, social networks
and experiential marketing in high traffic locations.
Net Investment
Combined markets: $180,000
NOV DEC
ENDORSEMENT ● 11/10-11/17 ● 12/01-12/22 ● San Francisco and Washington D.C.
Peet’s Sampling ● onsites ● key retail areas ● supported on- line and on-air
Holiday Shopping Season
BLACK
One of just 26 days, Black Friday, is a key
revenue day in the shortest shopping
season possible
60%
Of Holiday
purchase are
Made Thanksgiving weekend
1 2
3
Only 3 Power Weekends between
Thanksgiving and Christmas to drive sales for the year
Campaign Overview Commercial Messaging MUSIC ● 11/10-11/17 ● 12/01-12/22 ● Schedule weighted around key shopping dates
Social ● All talent
support the campaign with social features
BLACK
FRIDAY
:30
:15
Campaign: San Francisco Talent
Renel & Christie KISQ-FM
AM Drive
Rhythmic AC
Don Bleu & Carolyn KOSF-FM
AM Drive
Classic Hits
JV & Selena KYLD-FM
AM Drive
Pop CHR
Armstrong & Getty KKSF-AM
AM Drive
News Talk
Sana G & Miss Kimmie KMEL-FM
AM Drive
Rhythmic CHR
Sandy & Marcus D. KIOI-FM
AM Drive
Adult Contemporary
Campaign: Washington D.C. Talent
Loo Katz WASH-FM
AM Drive
Adult Contemporary
Lisa Berigan WBIG-FM
Afternoons
Classic Hits
Mike Jones WWDC-FM
Afternoons
Album Oriented Rock
Intern John WIHT-FM
AM Drive
Contemporary. Hits
Aly Jacobs WMZQ-FM
AM Drive
Country
Campaign: Produced Spots
Adult D.C. Stations :30
Adult D.C. Stations :15
Youth D.C. Stations :30
Youth D.C. Stations :15
Adult SF Stations :30
Adult SF Stations :15
Youth SF Stations :30
Youth SF Stations :15
11/24 – 12/11
12/12 – 12/28
SF and D.C. :30 SF and D.C. :15
Campaign: Highlights
Live and Local - KOSF Don Bleu & Carolyn Don and Carolyn on KOSF heard about Peet’s Coffee being handed out along market street so they did an additional mention during their show
Listener recommends Peet’s on LIVE call - KOSF Don Bleu & Carolyn Don and Carolyn were doing a bit about Neil Patrick Harris not wanting to know which of his
sons he fathered and which son his husband, David fathered. As they were talking to a listener
about it, Carolyn mentioned how she was exhausted from all this learning and the listener
suggested that Carolyn go find a Peet's Coffee. A fantastic example of how the endorsements
and our messages every day stick with the listeners.
Campaign: Social SF KMEL
Campaign: Social SF KOSF
Campaign: Social SF KISQ
Campaign: Social SF KKSF
Campaign: Social SF KYLD
Campaign: Social SF KIOI
Campaign: Social D.C. WWDC
Campaign: Social D.C. WASH
Campaign: Social D.C. WBIG
Campaign: Social D.C. WIHT
Campaign: Social D.C. WMZQ
Campaign: Experiential
Union Square San Francisco 3X Events
Event listings on all 6 Bay Area Station
websites for each event
Each event
promoted on-air
:15
Campaign: Experiential
Union Square San Francisco 3X Events
ROS Display Banners on all 6 Bay Area
stations for each event
Campaign: Experiential
Union Square San Francisco 3X Events
Campaign: Experiential
Union Square San Francisco 3X Events - and 1X Bonus onsite with KIOI
Over 2128 Samples and 1150 coupons distributed!
Campaign: Experiential
Union Square San Francisco 3X Events
Campaign: Experiential
Union Square San Francisco 3X Events
Campaign: Digital
Coupon: Homepage placement on KYLD and
key word “Coffee” link on all sites.
Campaign: Results W
as
hin
gto
n D
.C.
Go
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earc
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iHeartMedia Campaign Kick Off Interest Index: 58
iHeartMedia Dark Week
Interest Index: 82
Interest Index: 54
Interest Index: 100!
iHeartMedia Final Week Interest Index: 73
Campaign: Results S
an
Fra
nc
isc
o
Go
og
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earc
h T
ren
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iHeartMedia Campaign Kick Off Interest Index: 37
iHeartMedia Dark Week
Interest Index: 50
Interest Index: 39
iHeartMedia Final Week Interest Index: 100!
Thank you
CONTACTS
Dawn Pepka
Integrated Media Client Strategist
Brand Integration Group
iHeartMedia
415.247.4780
Damon Gunkel
VP, National Sales
iHeartMedia
415.247.4382
iHeartMedia appreciates your continued partnership!
