NEW YORK: TheraBiogen, maker of over-the-counter nasal sprays, is running a Times Square event this week as part of a larger campaign to ramp up sales for TheraMax Cold & Flu.
Visitors to Times Square are encouraged to “check in” at the event using Facebook or Foursquare, while a street team hands out samples of TheraMax Cold & Flu. The company expects to upload testimonials from participants to YouTube after the event concludes.
Establishing a social media presence for the campaign has been the most difficult aspect of putting together the campaign, said Kelly Hickel, CEO of TheraBiogen. “There are an awful lot of people who say they do this and then you go to test it and it doesn't work or it happens differently from what they said because they don't know what they're doing,” he said.
TheraBiogen recently hired Megale Public Relations, a boutique New York firm, to handle the PR components of the broader campaign, while it teamed with MDM Worldwide to execute the social media components, and Bluefish Advertising for advertising. Megale PR helped create the tagline and messaging for an ad that appeared in Times Square (pictured) that asked passersby, "Cold out there?" The billboard will remain in Times Square until January 15.
Megale's CEO Megan Megale said that in addition to traditional media outreach and press releases, the firm worked closely with MDM to develop the content that is distributed over social media. “Our goal is to get national exposure for a relatively new company,” she said.
The campaign has a total value of $1 million. Bluefish Advertising is helping to place ads on the Oprah Winfrey Network (OWN), the Food Network, Women's Entertainment (WE), The Weather Channel, the Lifetime Network and Lifetime Movie Channel.
Plans are already underway for a new phase of the campaign. One option being considered at this stage would be to team up with a New York City sports team with the aim of creating a campaign that will feature people that have jobs or professions where missing work is not an option, Megale said.
TheraMax Cold & Flu is now in more than 12,000 locations including Rite Aid, Food Lion, Hannaford Supermarkets and Big Y Supermarkets, the company said.