Strongest audience-its users-the opportunity to play a part in the One of the best parts of the program was giving Yahoo!'s Market received an all-expenses-paid trip to New York City for the The yodeler who received the most votes in each Special microsite at, where users voted for their raw, The winning performances were then posted on a Three winners were chosen in each market, including the online Was achieved at each event through signage, not to mention all that To emcee the events and deliver brand messages in all communicationsĪt each event, contestants were asked to perform the Yahoo! yodelĪnd then a "freestyle" yodel of their choice. Submit a video if they weren't able to attend an event in person.Įxpert yodeler and country music singer Wylie Gustafson, whoĭelivers the Yahoo! yodel in the company's commercials, was tapped There was also an online component through which users could Geographic diversity, media friendliness, and the availability of aĬentral, busy location where the Yahoo! team could attract passingĬrowds. The markets-New York City San Francisco KansasĬity, Missouri Chicago Seattle Minneapolis, Minnesota Los Angeles Īnd Austin, Texas-were chosen based on criteria that included The program was divided into two parts: the search, and thenĪ two-hour event, in which auditions and finals were conducted, was Visual and newsworthy event that personified Yahoo!'s brandĪttributes. The PR team turned the Yahoo! Yodel Challenge into a transportable, With these goals in mind, the team developed a series of strategiesĪnd tactics that not only reinforced the brand, but also created a buzz Impressions in media outlets (not including radio station promotions). The Yahoo! Yodel among target audiences, and secure 25 million * Generate media coverage to promote awareness of the Challenge and * Drive traffic to the Yahoo! Yodel Challenge microsite and log 1 * Encourage consumers to enter the competition and secure 270 to Yahoo!?" The team, specifically Yahoo! and PR agencyįleishman-Hillard, set the following objectives and targets for the Support the overarching marketing communication message "Do you Yahoo!'s research indicated the need to reinforce the brandĬharacteristics of innovative, trustworthy and fun, as well as to Marketing needs tapped into people's desire to achieve their Yahoo! Yodel Challenge, a contest to find America's favoriteĪmateur yodeler, with a grand prize of appearing in an upcomingĪdvertisement and US$10,000. The PR team embraced the Yahoo! yodel and organized the Symbolizes the fun, open, independent experience that people want from The company's signature yodel ("Yah-hoo-oo!"), theĪudio tag on its ads that has become synonymous with the brand, While Yahoo!'s brand awareness wasĮxceptionally strong, internal research showed that increasedĪdvertising by competitors in 2002 and a lack of brand-specificĬommunication support had the potential to negatively affect what was at Revenue-generating services, Yahoo!, a leading global Internet company,Ĭhallenged its public relations team to create a program that would Having successfully turned itself around by focusing on new Retrieved from !+PR+events+sing+with+the+Yodel+Challenge.-a0135886650
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