http://kimatv.com/news/local/nearly-50-ypal-kids-receive-tickets-to-seattle-sounders-game
A. Delta Dental of Washington Smile Power Tour:
Key Objectives:
To generate emotional connections via feel-good, smile-inducing moments through 500 direct interactions per city, including the promotion of healthy smiles and good oral health habits to advance DDWA’s mission.
To improve public awareness and perception of DDWA as an engaged member of the communities it serves.
To garner an average of two news stories per city for each of the five Smile Power Tour stops.
Summary:
Smile Power was a statewide community engagement campaign, celebrating the power of a healthy smile. Delta Dental of Washington’s Tooth Fairy mascot and Smile Power team travel to towns in the state of Washington. They celebrated members of each community who give back through acts of kindness and good deeds by surprising them with gifts and donations to charitable causes they care about. These individuals are called “Smile Makers”.
The DDWA Smile Power Tour relied on the creation and strategic use of several integrated marketing vehicles, including:
Newspaper, Radio & Online Advertising to announce the Smile Power Tour in each community prior to arriving to 1) generate excitement and 2) solicit “Smile Maker” nominations. In addition, full-page newspaper advertising was used following each city activation to 1) recognize the individuals nominated as community “Smile Makers” and 2) thank the individual and organizational “Smile Makers” for bringing smiles to their communities.
DeltaDentalWA.com/SmilePower Website to provide information about activation in each Smile Power Tour city, as well as links to a “Smile Maker” nomination page—increasing web traffic to the DDWA website and allowing the capture of nominations in one portal to streamline the review process.
Social Media channels of DDWA to post daily (often hourly) updates about the Smile Power Tour, including photos of the Smile Makers being recognized by the Tooth Fairy, the Smile Power Team and other participants (i.e. the nominator, friends, family and colleagues involved in the surprise) using the hashtag #SmilePower.
Smile Power branded vehicle was used to transport the Smile Power Team while generating excitement around town. The vehicle wrap prominently included the words “Smile Power” and featured an animated image of the DDWA Tooth Fairy.
The integrated marketing vehicles—in addition to a significant amount of Smile Power SWAG items created for the Smile Power Tour—all tied into the Smile Power television advertising campaign (developed by publicists and airing during the time of the tour) with a consistent look, feel and messaging.
Smile Power is built off of “feel good” moments. Stories have a more authentic feel with a deeper connection to the individual and their connection to the community. Our Smile Power team used personalized stories to surprise Smile Makers in their homes, at their office, or at a local hang out.
An example includes the surprising of a Safeway cashier (nominated by her customers for being a reliable cheerful presence over many years)—who was a Seattle Seahawks super fan, but who had never attended a game—with Seahawks clothing, balloon bouquet, playoff game tickets and a weekend hotel stay for her and her family—bringing her, her colleagues and on-looking customers to tears of joy and lots of BIG SMILES.
Professional Photographer snaps photos of the surprise in real time. Smile Makers are not forced to take photos, leaving each surprise feeling less promotional and overproduced.
Smile Maker Feedback:
“Thank you, thank you, Thank you. You went over and above; I am so grateful. May you continue to bring joy wherever you go.” -Camille Skaggs (Smile Maker)
“You guys I bawled. Bawled big fat happy tears. I needed this. And you just never know how much a small gesture can make someone’s day, week or even year. Seriously!” Olivia Rick (Bellingham)
Audience:
Primary = Adults ages 25-64 (parents with children living at home and seniors)
Secondary= Elementary school students and current/ prospective DDWA client companies, producers and group administrators
