Drop & Give Me 40 Satellite Media Tour with "The Gunny"

Challenge:

To increase sales of WD-40® Multi-Use Product, position WD-40 Company as socially responsible, and grow WD-40 brand loyalty among current end-users, active-duty military, veterans and those who support the troops, Nuffer, Smith, Tucker developed partnerships with military charities and created a 10-cent per can donation program. Using and message-training a credible military spokesperson, talented character actor "The Gunny" R. Lee Ermey, and coordinating all outbound communications (PR outreach, social media, Fan Club e-Blasts), NST spread the word about the new WD-40 Military Collectible Series to a U.S.-only audience.

NST kicked off the WD-40 Military Collectible Series cans by coordinating, directing and helping to produce a satellite media tour on the deck of the U.S.S. Midway aircraft carrier. Months later, once the promotion ended, a check presentation ceremony coordinated by NST was held on Memorial Day so WD-40 Company could present the proceeds of the promotion to each of its charity partners – Armed Services YMCA, Wounded Warrior Project and the Veterans Medical Research Foundation.

Results:

34 media interviews generated by the satellite media tour – 29 TV, two radio and three Internet interviews – including one TV interview, which aired 154 times.

75 percent of the broadcast interviews were in top 50 media markets.

7 million viewers and listeners reached by interviews nationwide.

The overall marketing program was widely supported by retailers.

$100,000 was awarded to three military charity partners on Memorial Day.