July 2010 Momentum US Newsletter-Retail & Promotions Edition

							Welcome to the Momentum Worldwide newsletter showcasing our recent work
from around the globe. In this iteration, we share work from our Retail &
                                                                                              If you'd like to learn more about
Promotions disciplines. From Chicago to Australia, we hope you enjoy!
                                                                                              Momentum, please email
                                                                                              Leslie.Hebron@momentumww.com.




             Kraft: Triscuit's Home Farming                                          Office Depot: The Small
             Initiative                                                              Business of NASCAR
             Consumer research showed that over two-thirds of                        Momentum gave Office Depot more RPM and a new
             Americans are interested in growing food in their          competitive twist on its sixth annual "Official Small Business of
backyard garden, and that three out of four prefer to eat food with     NASCAR, Courtesy of Office Depot" sweepstakes. Office Depot
a few simple ingredients. Kraft initiated the Home Farming              challenged Momentum to make the promotion "bigger and better"
Movement for its Triscuit brand with non-profit organization, Urban     than ever before. Our creative concepts helped to reinvigorate the
Farming, and set out to create community-based farms in 20              sweepstakes and make it the very best yet.
markets during the spring of 2010. Momentum was instrumental in
leading the effort, orchestrating the Groundbreaking events, and
helping Triscuit spread the message of simple, authentic
goodness.




             Hahn Super Dry: Socceroos                                               Caffeine-Free Diet Coke: "Stay
             "Raise the Game" Campaign                                               Extraordinary"
               Hahn Super Dry, generally associated with Australian                  After a successful brand relaunch in 2009, the Diet
               amateur sports (via sponsorships and promotional         Coke team was inundated with requests from retailers to maintain
activities) stepped up to the professional realm in 2010 as "Official   consumer engagement and continue building the brand as a tool
Beer of the Socceroos" for the South African World Cup.                 that helps Diet Coke drinkers be their personal best, anytime.
Momentum created the "Raise the Game" campaign, complete                Momentum developed a turnkey retail program based on Diet
with onsite and retail promotions.                                      Coke's core idea, Stay Extraordinary.




             XXXX Gold: "Maroon Corp"                                                Subway: Subcard Loyalty
             Campaign                                                                Program
             The "XXXX Maroon Corp" is a campaign developed             Following a successful pilot launch in ROI and NI in 2009,
by Momentum Sydney for Australia's second largest beer brand –          SUBWAY tasked Momentum London to launch their customer
XXXX (Fourex). Recently completing its second year, the                 loyalty scheme SUBCARD across the rest of GB in 2010. The
campaign leverages XXXX's sponsorship of the Queensland                 scheme rewards customers with loyalty points for all purchases
Maroons, competitors in Australia's most famous Rugby League            made at SUBWAY Stores. These points, once accrued, can be
competition – the State of Origin (SOO). Momentum's integrated          redeemed for a free Sub. The core objective was to drive
campaign helped to celebrate the team and has been highly               customer loyalty and frequency.
successful in emotionally re-engaging fans after a 20-year
sponsorship.




             Office Depot: "Grow Greener"                                            Windows Phone Expert:
             For the 40th Anniversary of Earth Day, Momentum                         Germany
             developed an integrated sales promotion supporting                       To overcome the barriers of communicating with
Office Depot's Green initiatives. By creating an anchor microsite                     RSPs (Retail Sales Professionals) in-store within
and managing other promotions for the campaign, we invited              Germany, we worked with Windows Phone Expert to produce an
people to discuss what it means to be "green." We also recycled         exciting and engaging online social media campaign to directly
and traded in old office equipment and we planted trees. Through        drive registration to the online training program. We had the
the integrated campaign, Momentum helped Office Depot to "own"          chance to not only build these new relationships directly with
Earth Day and celebrate its sustainable business practices.             RSPs, but then to maintain them, too, by producing an online
                                                                        community in which they can hang out and discuss the matters
                                                                        that are really relevant to them at a local level.




             Unilever: "I Scream, You                                                Lifetime: Street Team
             Scream, We All… Smile for Ice                                           Makeovers
             Cream?"                                                                    To create buzz around the premiere of the second
              Unilever has created the world’s first smile-activated    season of "Drop Dead Diva," the Lifetime Network brought
ice cream vending machine for its "Share Happy" campaign. The           "Makeovers on the Move" to the streets of New York City – a glass
machine can sense when someone is near and promotes                     box truck outfitted with makeover stations and brand ambassadors
interaction – if a person's grin is wide enough, they get free ice      giving mini "diva" experiences. The tour presented a unique way
cream! The technology also integrates with social networks to           to illustrate the essence of the show and engaged consumers with
create a one-of-a-kind user experience.                                 the Lifetime brand.




             L'Oréal: Virtual Makeup Kiosk                                           Canadian Club: "Wild Whisky
              For consumers who don’t care to be "made over" in                      Chase"
public, L'Oréal recently implemented interactive technologies at                      Canadian Club Whisky is resurrecting an old tradition.
retail so consumers can snap a self-portrait and see what the           The "Wild Whisky Chase" is a new promotion that challenges
products look like – without the mess. With a touch-screen              people to hunt for hidden cases of whisky for a prize of $100,000.
interactive interface, people can test L'Oréal's products like never    In 1967, the company began hiding whisky around the world. In
before.                                                                 the new contest, eight adventurers will journey into the unknown in
                                                                        a series of scavenger hunts and trivia challenges designed to
                                                                        reveal the hidden cases' secret locations. Their goal: get people
                                                                        re-involved with the brand and engage them in a deeper way than
                                                                        advertising.