Fishing

Seaguar

Seaguar, a maker of fishing line, was sponsoring nine professional anglers at the Bassmaster Classic. To leverage their sponsorship, Seaguar created an interactive contest that asked fans to put their fishing knowledge to the test. If a fan could predict the places of the top four Seaguar finishers at the Bassmaster Classic, he or she would win $100,000.

OBJECTIVES:

Leverage Seaguar's sponsorship of professional anglers.
Tie the Seaguar brand to professional fishing.
Generate excitement among fans for the Seaguar anglers at the Bassmaster Classic.

STRATEGIES:

Promote the contest via social media.
Ask customers to register and then choose the top four Seaguar anglers and the places they would each finish at the Bassmaster Classic.
Award $100,000 if a fan correctly predicts the anglers and their finishing places.

RESULTS:

The contest was so popular that Seaguar received more than double the number of entries it expected, totaling over 15,000.
Seaguar kept fans excited about their brand and their anglers competing in the upcoming Bassmaster Classic.

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Prize Pad

Gamification

Game Shows

James Watson

Angler James Watson qualified to compete in the Bassmaster Classic, so his team created a contest to keep excitement high among his fan base. They worked with SCA to create a multi-layer promotion – utilizing PrizeLink and prize coverage – offering different prize levels based upon Watson winning the Classic.

OBJECTIVES

Generate excitement surrounding Watson’s participation in the Bassmaster Classic.
Offer an incentive encouraging Watson to win.
Build a database of supporters.

STRATEGIES

Ask fans to register for the contest and enter their estimate of the combined weight of Watson’s total catch at the Bassmaster Classic.
Award prizes if Watson wins the Bassmaster Classic: $50,000 to Watson if he wins, $50,000 to a fan if one of them guesses the exact weight of Watson’s winning catch, and $5,000 to a randomly selected fan if none of them guess Watson’s winning weight.

RESULTS

Watson did not win, but he did garner interest from a large fan base and saw around 3,000 people register for his contest.
“We were very pleased with the promotion,” said a representative for Watson. “Fans
really enjoyed the promotion, and we were appreciative of the help SCA provided running
the online contest.”

Brown-Forman Beverages

Early Times Kentucky Whisky generated appeal for their brand at the Bassmaster Classic by offering a unique big-prize promotion to anglers: rather than just entering to win a prize, they had to catch it, with the help of professional angler Kevin Wirth. The promotion allowed Early Times to turn their small promotional budget into big results with promotional risk coverage.

Objectives:

Generate buzz-worthy PR opportunities with a never-before-seen promotion.
Compete with larger brands by making the most of limited marketing dollars.
Drive consumers to Early Times’ Web site to build a database.
Engage current consumers and attract new ones through their common interest in fishing.

Strategies:

Invite consumers to enter online, in store, or on site at the Bassmaster Classic.
Place 25 tagged fish into Lake Lanier in Georgia.
Randomly draw one name to fish for a weekend with Kevin Wirth.
Award $1 Million to the angler if he or she catches a tagged fish during the fishing trip.

Results:

Early Times generated over four million media impressions, received over 7,500 online game entries, and increased the number of new consumers in their database by over 30%.