Challenge: The local bowling alley would like to build awareness about their new reoccurring event—midnight bowling.
A small bowling alley wanted to evolve into a consistent source for night time entertainment. The area usually is not very receptive to new concepts new concepts hence the bowling alley wanted to introduce the idea of bowling at midnight to the community enthusiastically and effectively.
Solution: Write articles in the local newspapers with an attached voucher in order to grant opening night attendees the opportunity to claim a free gift.
The bowling alley disseminated information about the theory behind midnight bowling through the neighborhood papers along with attaching a coupon/incentive for the public to attend opening night. So not only did the community receive an informal yet cordial invitation but the bowling alley piqued their curiosity about the free gift.
The Nite Glow Pencils were given to attendees who had the voucher. The lights were eventually dimmed and the attendees soon discovered that the pencils were actually neon-colored and glow-in-the-dark. The pencil’s highlighted the evening’s objective to promote the fun of midnight bowling.
Result: The opening night was very successful and the demand for the pencils increased exponentially.
By not only providing a series of articles leading up to opening night but also giving out voucher incentives, the small bowling alley kept constant communication with the community about the new concept and proved that midnight bowling could be accepted in a community who usually did not warm up to new ideas.
Please log in
Or sign up for an account now