Gettin' Lucky

 
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November 1, 2006

Volume 5, Issue 19

Gettin' Lucky

 

Contact: Nathan Fix

                  Marketing Partnership Coordinator

                  Minnesota Vikings

                  (952) 918-8508

                  [email protected]

 

Team: The Minnesota Vikings

 

Program Title: The Official Vikings Lucky Charm                   

  

Objective:  The Vikings paired up with Lucky Charms cereal in order to give fans a way to get involved and generate ideas to bring their team luck throughout the season. The program was started in an effort to make a greater connection with the Viking fans.

 

 

 

Program Description:  The basic premise of the promotion is to find fans that can help bring "good luck" to the Vikings. The Vikings, in an effort to get fans involved with the team, went in search of the "luckiest" Viking fans in town. To kick off the program, General Mills created a Lucky Charms greeting card for fans to come out and sign at training camp. The card was given to the team before before the season to wish them luck. 

 

At the season opener, attendees were introduced to the Official Lucky Charm program through promotional items and in-stadium advertising. Viking fans were encouraged to submit emails explaining in 50 words or less how they could bring luck to the team.  Entries are looked at by a panel of judges and the one deemed the best is named the "Official Vikings Lucky Charm." 

 

 

The official "Lucky Charm" wins a pair of tickets to the Vikings next game.  If the game is a home game, the winner receives pre-game sideline passes and is featured on the video board during the game.  If the game is on the road, the winner receives round-trip transportation including a guest, hotel accommodation and spending cash.  If the Vikings win, they are invited to the next game and every subsequent game for as long as the Vikings remain on a winning streak.  The prize package also includes an authentic "Lucky Charm" Viking jersey and an autographed football.

The program officially kicked off in September of 2005 and has continued into the 2006 season. 

Media: The Lucky Charm contest was promoted through radio spots, in-stadium mentions and on-line advertising. 

Partner:  The Vikings teamed up with Lucky Charms cereal, a product of General Mills, and the Vikings flagship station KFAN 1130-AM. 

General Mills distributed product samples and contest  information to fans at the Metrodome Plaza at the season home opener.

At  home games, the Lucky Charms Leprechaun also comes out to support the team and interacts with the fans. 

Results:  The results of this promotion have been very successful.  Fans have sent in over 400 entries and have come up with very unique and creative ideas to bring good luck  to  the Vikings  this season. This has been a great way to generate new ideas and give the fans a sense of involvement with the team. So far in the 2006 season, the Vikings have named three "Official Lucky Charms." 

In 2005, there were a total of eight "Lucky Charms."  Eric Kinsella, a 31-year old software developer, was named the "Official Vikings Lucky Charm."  Eric traveled with the team through a six game winning streak and was then sent to represent the Vikings at the  Pro Bowl in Hawaii. 

 

Looking Ahead:   One minor change was made from the first season of the promotion. In January, all of the Lucky Charms from the season will be profiled on the official Vikings website. Other Viking fans will be able to view the profiles and vote on the "Lucky Charm" who brought the team the most luck.  The winner will win a trip to the 2007 Pro Bowl in Hawaii to represent the Vikings and, of course, bring them good luck! 

 

The Vikings plan to continue The Official Lucky Charm Promotion in the 2007 season.  Nathan Fix, Marketing Partnership Coordinator for the Minnesota Vikings stated, "The Official Lucky Charms Promotion is a great way to get fans involved, we definitely plan on continuing this promotion and hope to get more  fans involved and bring the Vikings luck in the upcoming seasons."

 

 

 

 

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