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Case Studies
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The Home Depot
Since 1995 The Home Depot has contributed project sponsorship, product donations and the sweat and skills of their employees to help KaBOOM! lead the all-volunteer construction of HUNDREDS of playgrounds and fields. Sponsorship activation opportunities have included:
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Involvement of vendors, retail partner, elected officials, media, celebrities and employee volunteer teams in high profile, high impact community events
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Sports and entertainment sponsorship tie-ins (NASCAR racing themed playgrounds, county music themed playgrounds with ACMA)
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Tagged advertising, print and broadcast media coverage
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Additionally, The Home Depot has supported grant programs and trainings to teach communities across the country how to build great places to play using the KaBOOM! model and their own leadership
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PepsiCo:
Lifestyle Marketing
PepsiCo joined the KaBOOM! family in 2006 in an effort to promote the PepsiCo Smart Spot initiative, the company’s focus on healthy lifestyles.
The Smart Spot initiative included five healthy lifestyle tips; KaBOOM! included each of these tips on the Smart Spot playgrounds.
Through an all volunteer force, PepsiCo built 12 playgrounds from Washington, D.C. through Sacramento, Cali., including celebrities like Supermodel (and MOM!) Cindy Crawford and NFL Star Deion Sanders at each build.
Agency Fleishman Hilliard assisted PepsiCo and the Smart Spot Initiative:
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Garnered local media coverage in each playground city
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Created and disseminated PepsiCo’s messaging that getting outside and playing is a crucial component in living a healthy lifestyle.
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Built the website: http://www.smartspot.com/playground/
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Additionally, KaBOOM! provided additional support through Win/Win Radio Promotions in markets where builds occurred
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Ben & Jerry’s:
Licensing Promotion
In 2002, KaBOOM! teamed up with Ben & Jerry’s to create KaBerry KaBOOM!, a flavor that turned ice cream lovers‘ taste buds into a ka-zing-zing-zingy playground, and helped create new play space for ka-zillions of kids.
Program mechanics included:
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Licensed use of KaBOOM! logo, name, trademarks on-pack
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A per-purchase contribution to the KaBOOM! cause
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Pass through sponsorship rights for retail partners (such as 7-Eleven, Kroger, Jewel-Osco) in exchange for increased shelf space, brand exposure at retail, POP signage
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Sponsored playground builds in key markets.
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Wisk:
Product Launch
KaBOOM! and Unilever gleefully challenged customers to Go Ahead and Get Dirty! in a 2003 product launch for Wisk Sport laundry detergent.
The promotion helped connect kids with the joys of outdoor play and supported KaBOOM! through:
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An invitation to kids young and old to participate in the six-market “Wisk PlayDay” tour of an interactive play park complete with a giant anthill
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Licensed use of KaBOOM! properties on product samples and on-pack for product sold through Wal-Mart
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A co-branded resource-rich web site (see www.wiskplayday.com)
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National research release on benefits of outdoor play.
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stride rite:
In-Store Promotional Campaign
Over the last four years, KaBOOM! and stride rite have created play opportunities for kids across the United States through cause marketing partnerships.
From per purchase contributions to in-store marketing displays, the partnership has elevated KaBOOM! and its mission in the minds of moms and dads nationwide.
In 2007, KaBOOM! and stride rite launched a multi-tiered promotion supporting the KaBOOM! online playspace finder. This promotion included:
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an email blast sent to 350,000 stride rite subscribers
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Web presence on the stride rite website, which receives approximately 350,000 visitors/month
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In-store promotion at 231 stride rite stores nationwide, including KaBOOM! branded paint sheet bag stuffers for children to paint their dream playgrounds
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NASCAR
Pin Promotion: Per Purchase Contribution
As the “Official Home Improvement Warehouse of NASCAR®,” The Home Depot has expanded its relationship with NASCAR and the NASCAR Foundation to become this year’s exclusive retailer of NASCAR Day and the NASCAR Pin.
In exchange for a $5 donation, consumers can receive a commemorative 2007 NASCAR Day lapel pin.
Proceeds from the sale of NASCAR Day pins purchased at The Home Depot will equally benefit the NASCAR Foundation and KaBOOM!.
In support of the initiative, The Home Depot ran a special NASCAR Day-themed paint scheme on the No. 20 Home Depot Chevrolet driven by Tony Stewart during the April 15 NASCAR NEXTEL Cup race at Texas Motor Speedway.
Media support included:
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targeted media outreach to specific national and local contacts, with a heavy focus on sports business writers
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media partnerships with ESPN, FOX and SPEED to generate awareness for in-store availability of NASCAR Day pins
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Marketing collateral, including: in-store displays, circular/tab, homedepot.com, homedepotracing.com and existing THD and NASCAR media assets (print, radio and online)
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Playcore:
Per Purchase Contribution
The Home Depot made an unrestricted contribution to KaBOOM! equal to $30 for each Brookview No-Cut-Ready-To-Build-Kit and $1.25 for each Racing Roadster Car Swing sold in The Home Depot stores between January 1, 2006 and December 31, 2006.
Marketing support included:
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The Home Depot featured the promotion in a half-page ad in the April 2006 The Home Depot circular
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POS collateral in participating The Home Depot stores.
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Editorial piece on KaBOOM! in the Playcore buyer’s guide distributed with the product.
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CaliforniaVolunteers:
Large-Scale Values-Based Partnership
KaBOOM! worked with youth-serving organizations and youth and adult volunteers to celebrate Cesar Chavez Day of Service & Learning with a state-wide program on or near March 31st, 2007 that:
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Engaged 3,000 volunteers in 10 cities in high-profile service projects that bring to life the legacy and universal values of civil rights leader Cesar Chavez.
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Developed in youth volunteers
through their service experiences on these projects the core values and commitment to community that Chavez espoused.
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Built “living legacies” to Chavez through the creation of great places to play that are designed by children, built by community volunteers. These playgrounds will be community gathering places where 100,000+ children will leap, laugh and learn for the next 20 years.
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On each of these builds, large scale custom murals were painted by volunteers, celebrating Cesar Chavez’ core teachings
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A signature service learning curriculum was also developed for use on all Design Days, teaching children the value of community service.
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First Lady of California Maria Shriver supported the program throughout the planning and execution and also volunteered on the kick-off project!
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Significant local electronic media supported the program as well as online support at www.csc.ca.gov/ccd/playgrounds.asp and kaboom.org.
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American Eagle
Authentic Teen-Oriented Cause Marketing
With the media excitement, the appeal of skate culture’s fashions, and the sheer thrill of the sport, skateboarding has become today’s fastest growing sport for youth 8 to 15 years old. Youth have mastered ollies and vert ramp aerials - now their biggest challenge is….finding a place to skate! American Eagle Outfitters and KaBOOM! are bringing skateparks to American teens through AE RIDE.
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Employee volunteers work alongside boarders, bikers and bladers and their families to lead local skatepark builds in their top markets with KaBOOM!.
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AE sponsored a national skatepark challenge grant program.
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In-store promotion to spotlight teen hero who advocated and raised funds to build a skatepark with AE support.
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Build A Bear Workshop (BABW):
Celebrating a Birthday with Consumers
To celebrate their 10th birthday, Build a Bear Workshop will work with KaBOOM! to build 10 terrific playgrounds in key BABW markets.
To create a fully branded event, BABW and KaBOOM! created co-branded Design Day pads for the children on Design Day, co-branded "playground coming soon" banners for the Community Partner to hang on site, and custom graphics for each playground.
Signature Build Day kids' activities were developed, incorporating BABW artwork, including: kid-designed stepping stones and murals as well as a kid-staffed lemonade stand!
To engage consumers, BABW:
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Distributed goodie bags to all children who “volunteer” on the Build Site
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Awarded pint-sized volunteers a Completion Certificate for their Day of Work
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Encouraged consumers to volunteer for the Build Days through a custom-designed web-based registration system
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Support for promotion included a special section on BABW website, Bearyville, where kids could play online playground games and learn more about the projects.
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