The Challenge
Sitewire was tasked to 1) raise energy waste awareness, coined “Vampire Power”, 2) promote visibility for the iGo brand, 3) position iGo as the first line of defense against Vampire Power, and 4) create positive associations with iGo, saving money, energy and the planet.
The Approach
In order to raise awareness for the Vampire Power Sucks Campaign, Sitewire designed and developed a unique microsite: VampirePowerSucks.com. Interactive calculators, energy saving tips and related information helped introduce consumers to the concept of Vampire Power, solidifying iGo as a “green” conscious brand. But what good is a microsite if no one can find it? Sitewire’s next step was to draw consumers to the site, educate them about Vampire Power and reinforce the iGo products’ ability to help “slay” energy waste.
The addition of social bookmarking capabilities gave consumers the tools they needed to share relevant information with their individual social networks. Using Augmented Reality markers, Sitewire kicked off an online contest, where visitors could create their very own “bloody” video. An award-winning Vampire Power Awareness Video was yet another resource used by Sitewire to attract online attention.
But our efforts weren’t confined to the Web. Running a provocative print ad in two issues of WIRED magazine, Sitewire was not only able to give iGo a presence in one of the world’s leading tech magazines, we were also able to showcase the fledgling Augmented Reality technology with a printed Augmented Reality marker embedded in the ad. Combined with a “Vampire Power Calculator” iPhone app, Sitewire proved we could effectively utilize extra-web platforms to help iGo’s Vampire Power Campaign succeed.
The Result
And succeed we did. Social awareness around iGo and energy waste doubled during the run of the Vampire Power Sucks Campaign. “Vampire Power” has since become a brand extension of iGo, and competitor attempts to capitalize on the term have proved unsuccessful. The Vampire Power Awareness Video has received over 15,000 views and won 3 ADDY Awards.
Due in equal parts to the well-designed microsite and the eye-catching WIRED ads, the Augmented Reality contest received thousands of submissions. And let’s not forget the mobile component of the campaign: the iPhone app has been downloaded over 3,000 times and counting.
As far as product sales go - while iGo wouldn’t disclose the exact numbers, they revealed that several key product lines sold so well, they had to be back-ordered.
The success of the integrated campaign was further reinforced when Sitewire was nominated in three categories for the American Marketing Association 2010 Spectrum Awards. Not only did Sitewire sweep our categories (‘Print - Magazine Advertising,’ ‘Interactive/Online - Online Marketing Campaign,’ and ‘Integrated Marketing Campaign - Product‘), we also walked away with a fourth award - the People’s Choice Award.