Online: Proximity Canada, Alka-Seltzer
Dec 1, 2008
When people thought of Alka-Seltzer in the past they probably didn't think about two 20-something dudes traversing the country in search of a good time. But that was before the Alka-Seltzer Great American Road Trip.
The campaign, created by Proximity Canada, aimed to transform the brand into a product that would appeal to a wider constituency, which would include 25- to 35-year-old guys who like to go out and have a good time and spend a fair amount of time online.
With that challenge ahead of them, Proximity built a highly interactive Web site that featured dudes Rhett and Link, along with their trusty mascot Speedy Alka-Seltzer, as they captained the Speedymobile on a Maine-to-California trek. Along the way, the duo's enviable mission was to locate and enjoy the most interesting restaurants, bars and food festivals in the land.
Thanks to the Web site, as well exposure on YouTube.com, visitors could keep track of Rhett's and Link's progress by watching videos of, for instance, the guys bellying up to a chili championship or meeting a hot-dog vendor. Those who became interested also could download city guides, bumper stickers and interactive road maps. Importantly, there also was an option on the Road Trip Web site to tell a friend about the campaign.
For Jonathan Ruby, a senior copywriter at Proximity, the key to the campaign was that it was able to successfully accomplish two sometimes mutually exclusive goals: raise product awareness and produce truly entertaining content.
"The struggle with most branded entertainment is that it usually weighs too heavily on branding, and that can turn audiences off," he says. "This campaign was highly effective because it found the right balance between branding and entertainment. It also helped that Rhett and Link happen to be very, very funny."
The campaign showed positive ROI on many levels: The site attracted more than 500,000 page views in its first eight weeks, and the story was picked up diverse media outlets such as CNN, The New York Times, CollegeHumor.com and hundreds of blogs.
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards