American Ballet Theatre and Build-A-Bear Workshop
Objective:
To promote the American Ballet Theatre presentation of Swan Lake to young girls and families by partnering with eight Build-A-Bear Workshop® stores in the Los Angeles region.
Elements:
Build-A-Bear Workshop® is an interactive retail experience where patrons are able to create and customize their own stuffed animals. Patrons select the stuffed animal of their choice from more than 30 varieties, including teddy bears, and assist in stuffing their new animal friend. In the process of creating their furry friend, they may insert a sound chip, dress, groom, and name their animal.
The eight participating Los Angeles stores were located in the following shopping malls: Downtown Disney, Fashion Island, Glendale Galleria, Hollywood & Highland, Northridge Mall, The Oaks, Westfield Valencia and Westside Pavilion.
Sweepstakes:
Visitors at each participating location had the opportunity to enter-to-win the Grand Sweepstakes Prize of a “Family Four Pack” consisting of four tickets to a select American Ballet Theatre performance of Swan Lake and a $60 Build-A-Bear Workshop® Bear Bucks gift card. In addition, each location also offered a First Place Prize consisting of two tickets to a select American Ballet Theatre performance of Swan Lake and two “Dance at the Music Center” t-shirts.
Online:
Build-A-Bear Workshop® included the Sweepstakes in their Los Angeles e-Newsletter to over 280,000 subscribers and created a click-through webpage for the Sweepstakes. Dance at the Music Center promoted the Sweepstakes to their subscriber list of over 12,000 names.
In-store:
Each participating location hosted an Enter-To-Win ballot box with a box sign promoting the Sweepstakes. American Ballet Theatre flyers were placed next to the ballot box and at the discretion of the store, were stuffed in each purchase bag.
Overview of Results:
The Build-A-Bear Workshop® promotion garnered mass exposure for the American Ballet Theatre Swan Lake production. The Sweepstakes estimated over 600 entries, and approximately 25,000 American Ballet Theatre flyers were distributed.
To promote the American Ballet Theatre presentation of Swan Lake to young girls and families by partnering with eight Build-A-Bear Workshop® stores in the Los Angeles region.
Elements:
Build-A-Bear Workshop® is an interactive retail experience where patrons are able to create and customize their own stuffed animals. Patrons select the stuffed animal of their choice from more than 30 varieties, including teddy bears, and assist in stuffing their new animal friend. In the process of creating their furry friend, they may insert a sound chip, dress, groom, and name their animal.
The eight participating Los Angeles stores were located in the following shopping malls: Downtown Disney, Fashion Island, Glendale Galleria, Hollywood & Highland, Northridge Mall, The Oaks, Westfield Valencia and Westside Pavilion.
Sweepstakes:
Visitors at each participating location had the opportunity to enter-to-win the Grand Sweepstakes Prize of a “Family Four Pack” consisting of four tickets to a select American Ballet Theatre performance of Swan Lake and a $60 Build-A-Bear Workshop® Bear Bucks gift card. In addition, each location also offered a First Place Prize consisting of two tickets to a select American Ballet Theatre performance of Swan Lake and two “Dance at the Music Center” t-shirts.
Online:
Build-A-Bear Workshop® included the Sweepstakes in their Los Angeles e-Newsletter to over 280,000 subscribers and created a click-through webpage for the Sweepstakes. Dance at the Music Center promoted the Sweepstakes to their subscriber list of over 12,000 names.
In-store:
Each participating location hosted an Enter-To-Win ballot box with a box sign promoting the Sweepstakes. American Ballet Theatre flyers were placed next to the ballot box and at the discretion of the store, were stuffed in each purchase bag.
Overview of Results:
The Build-A-Bear Workshop® promotion garnered mass exposure for the American Ballet Theatre Swan Lake production. The Sweepstakes estimated over 600 entries, and approximately 25,000 American Ballet Theatre flyers were distributed.
