IEG 2010: BIC Uses Major League Gaming to Rejuvenate Brand
Posted: 3/24/2010 6:50:29 AM by
William Chipps | with 0 comments
How does an old razor brand with loads of awareness but an aging consumer base rejuvenate its image, draw a younger audience and boost sales?
For BIC Consumer Products, the answer is a partnership with Major League Gaming.
In his presentation “Razor’s Edge: Using Sponsorship to Drive Image, Loyalty and Sales,” BIC’s Jamie Kistner walked the audience through the company’s decision to align with MLG, what it hopes to accomplish, and how the brand activates the partnership.
The company was drawn to MLG for several reasons, namely the property’s uncluttered marketing environment and access to 18-to-25-year-old men.
BIC activates the tie through multiple channels including sampling at MLG tournaments and on-pack promotions dangling codes for free game play. The company has seen a 40 percent redemption rate for more than two codes, meaning consumers have purchased multiple products, Kistner said.
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Filed under: IEG conference, IEG 2010