We created a communications plan that presented the MIM as a bona fide celebrity. Using multiple touch-points, we blurred the lines between fact and fantasy, allowing our audience to play along.TV :30’s are a montage of the MIM’s exotic adventures designed to build his lore and legend. :15s provide our target with wit, wisdom and sage advice garnered from a life lived interestingly. TV is refreshed frequently to keep target engaged.

OOH: Promotes overall brand awareness, and extends reach of MIM’s wisdom beyond TV.Events/PR: An elaborate funeral procession. The deceased was Steve, the MIM’s esteemed assistant and right-hand man. Although unable to attend in person, the MIM gave a telecast eulogy and, at the same time, announced he would be accepting applications for Steve’s successor.Interactive: Serves as central hub to build community and interactivity among target. Assistant search microsite developed for application process.

2008 case sales increased 21% vs. YAG while beer, Import & Specialty category growth remained flat to negative.

Key tracking metrics, “different,” “cool,” and “worth the price” all rose considerably. Particularly among those who had seen the campaign. Similarly, trial, awareness and consideration all increased at a much higher rate for those who had seen the advertising.

Tracking also showed that the more campaign elements our audience saw, the more their consideration rose; evidence that the integrated campaign worked as a whole. Lastly, since the Assistant Search launched, site traffic increased 350% while the number of hits on the campaign website rose 1,283% vs. YAG from 2.3MM to 31.8MM. The average length of time spent on the site also increased over a minute to 5:50min. The result? Nearly 10,000 entries from all 50 states.