Solution
CiCi's Pizza was looking for an innovative program that would motivate their franchisees to increase local marketing to drive store traffic and sales during the company's non-advertising periods. Working in partnership with Deutsch, Leader activated a campaign around "shakerboarding" with our responsibility being the creation and implementation of guerilla marketing stunts and publicity efforts designed to bring CiCi's shakerboarding mascot character ROTO to life.
Service
We targeted major sporting events including the MLB All Star Game in San Francisco, the X-Games in Los Angeles and the Little League World Series. The program featured a dedicated ROTO microsite where visitors could witness the ROTO's real and CGI-enhanced stunts.
Success
The program was a huge success with ROTO featured in national, regional and local press as well as on camera during live events. The campaign increased sales across all locations and led to shakerboarding's growth as a centerpiece of CiCi's regional and national meetings and events.