National Dessert Day

1/5

National Dessert Day Campaign

2012

This celebration of an obscure holiday is a fun and unique way to promote SCORR and their services. This holiday grew into a full-scale event in the office and on social media. The celebration helps SCORR catch attention, promote their services and stay top of mind with current and potential clients.

Objectives


How can a printed deliverable encourage recipients to physically interact with it and create a joyful experience that makes a connection to National Dessert Day?

 

How can a printed deliverable be used to engage people with digital and social media?

 

How can a game design encourage people to play with a brand and inspire to share with others?

 

What I Did


I sourced and designed die-cut, pie-shaped cherry-scented filling cards and bakery-box-inspired envelopes. I used playful typography in the card to support the flavorsome puns detailing SCORR’s unique bond with the holiday.

In addition to the card, I designed the interactions and interface of an especially themed microsite for National Dessert Day, where visitors can use the interactive cake builder, Batter-Up, to whip up a cake with off-the-wall decorations. I also created graphics for an email template to announce the holiday and invite recipients to partake in Batter-Up and encourage sharing their cake designs on social media. I designed and implemented skins for all SCORR’s social media skins including Facebook, Twitter, and LinkedIn.

Results

These die-cut, pie-shaped cards were delivered in the bakery-box-inspired envelopes to highlight the card before recipients dug in. The scratch-n-sniff and playful content engaged recipients to interact with the card and discover SCORR’s unique bond with the holiday. The card was successful in enticing recipients to visit the microsite, Batter-Up, and many visitors created not one but numerous cake designs that they posted to their own social media and shared on SCORR’s Facebook page. The email template was also successful at driving recipients to partake in the smorgasbord of sweet activities we created for the holiday. The promotion led to an increase in sales leads and in social media presence, which resulted in gaining a large amount of followers and likes.

Recognition

 

Platinum Award

American Marketing Association, Omaha chapter

 

Silver Award

Davey Awards

Key Tools and Deliverables
• Printed Card

• Game design

• Email template

• Social Media skins

• Stickers

  • Wordpress
  • LinkedIn B&W
  • Vimeo B&W