Nationwide giveaway proves valuable for recently consolidated Pretzelmaker brand

NexCen Franchise Management, one-time parent of both Pretzelmaker and Pretzel Time stores, combined the two brands into Pretzelmaker earlier this year.

Client: NexCen Franchise Management (Norcross, GA)
PR agency: Ogilvy PR Worldwide (Atlanta)
Campaign: Pretzelmaker National Pretzel Day Giveaway 2009
Duration: March 1-April 26
Budget: $14,000

NexCen Franchise Management, one-time parent of both Pretzelmaker and Pretzel Time stores, began combining the two brands into Pretzelmaker earlier this year. To celebrate the union, raise brand awareness, and take ownership of the term “National Pretzel Day,” the team devised a campaign to give away a free pretzel to every customer.

Strategy
NexCen sought to highlight the brand strength and industry leadership of the just-consolidated Pretzelmaker, as well as engage consumers in a way that builds loyalty. To do so, and to drive people to Pretzelmaker.com, it upped the ante on its 2008 National Pretzel Day by giving away a free pretzel to every customer on April 26.

“The campaign had to be about this being our holiday and something we wanted to own,” says Steve Rice, VP at Ogilvy.

Tactics
The company purchased the NationalPretzelDay.com URL and redirected users from there to Pretzelmaker.com. It also created a countdown clock on the site, which ticked off the minutes, hours, and days leading up to the giveaway. Offline, the company reached out to mommy bloggers and pitched regional media outlets close to Pretzelmaker locations.

Results
Last year, Pretzelmaker.com averaged about 400 page views from 150 unique visitors a day. On one of the effort's peak days this year, it drew 10,000 page views and 5,000 unique visitors, according to Ogilvy. In all, 50,000 first-time visitors explored the site in the campaign period.

Future
There is no planned effort for next year's National Pretzel Day, but collaboration is certainly possible, according to Ogilvy.

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