Off-line to On-line: A Super Bowl Hail Mary Pass to Retail!

This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 22 days and counting.”

The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.

Retail Integration?

Obviously this should have happened months ago… but you only had this bomb dropped on you two days ago. So it’s Hail Mary time: request any opportunities for integration into retail and event ‘feedback loops’ immediately if not sooner. You don’t have time for print collateral or new POP displays; however, there may be some in-store creative that can be swiped with a website address or some unique off-line to online call-to-action activations to allow measurement of consumer activation and engagement by channel. If the call-to-action points online, all you need today is the media call-out – you can use the coming weeks to build the backend online and use that to measure everything. You’ve just bought a little time.

…to be continued – next, Media & Press Integration