AntiFROST Campaign with Sony Playstation

Mac's Convenience Stores

Mac’s Convenience Stores teamed up with Sony PlayStation in a joint promotion to launch the new ModNation Racers game for PS3. The AntiFROST campaign was contest-based, and ran from April 26, 2010 to June 20, 2010. The campaign included a Drupal-based website, 3 million printed game cards, various printed POS materials including a four-foot tall diecut standee, and custom printed reusable cups.

Integrated Drupal Web Systems

We had already built an extensive back-end to MyMacs.ca that included a centralized customer database, so we didn’t want to reinvent the wheel for an eight-week contest, nor did we want to create a secondary database of customer information. Our goal from the onset was to build a centralized online system. So we had our partners at The Jibe Multimedia connect the AntiFROST website to the MyMacs.ca database and – Viola! Existing MyMacs users could enter the contest without having to re-enter all their personal information and new users could become MyMacs members from the AntiFROST website. Our integrated online system provided centralized data for Mac’s and a better user experience for their customers. 612 Creative is a team of smart people and we can build smart web systems, like this, to elevate your business.

Relentless Brand Re-enforcement

If you walked into a Mac’s during this promotion, it was hard not to see all the supporting POS materials. Window posters, door clings, wobblers, a four-foot tall diecut standee, and even its own custom Froster flavour with custom printed reusable Froster cups — every corner of the store had something to draw people into the contest!

This is a sample Point of Sale printed item. Various sizes and shapes of POS materials were produced for the campaign, including variations for two different regions within Canada. And yes – we did come up with the flavour name!

3 Million printed, individually coded game cards were given out in Mac’s Convenience Stores across Canada (BC, AB, SK, MN, ON).

These limited edition custom printed reusable cups were so popular they sold out in most locations before the end of the eight-week promotion.

This four-foot tall, custom diecut standee was a key POS feature in all Western Canada and Ontario Mac’s Convenience Stores.

What should I post on my Facebook fan page?

So you’ve embraced Social Media, you have a Facebook page and you know you can’t let it go stale – but do people really want to hear that your eating corn flakes for breakfast, again – or that you’re taking the car in for an oil change? Let’s face it, you’re not Ashton Kutcher — people don’t care what you’re eating for breakfast. Without giving away too much of our ninja-voodoo, AntiFROST provided interesting content that could easily be integrated into our Facebook strategy as well as a reason to draw in new customers via targeted Facebook advertising.

This all sounds like a lot to manage

And you’re right! This was a complex campaign involving dozens of interdependent deadlines, over 500 Mac’s Convenience Stores in two separate divisions across Canada, and Sony PlayStation. Three million game cards were printed with the launch date, over two months in advance. The good news? That’s the kind of complexity and pressure that makes us thrive! Did we meet all our deadlines and launch on time? Absolutely.

What did Mac’s and PlayStation think of all this?

The AntiFROST campaign was an enormous success with over 85,000 online entries during the contest’s eight-week run. MyMacs.ca membership increased dramatically and Mac’s has plans to reuse this system next year. PlayStation also felt the campaign was a huge success and has invited us to work with them again.