01 Mar BLISTEX SPONSORSHIP COMMONWEALTH GAMES MEDIA RELATIONS CAMPAIGN
Stark Matthews for Blistex’s Sponsorship of the 2018 Commonwealth Games.
A long-term client of Stark Matthews, Blistex had just signed on as the official lip balm supplier of the Commonwealth Games and wanted the whole of Australia to know about it!
With over 50 sponsors for the event, everyone wanted a piece of the media pie. So how would we, as a lip balm, cut through the clutter to serve up the most memorable piece?
Thinking outside of the box, we enlisted the help of someone whose appeal went beyond that of traditional sports fans: Aussie hurdler and model Michelle Jenneke. One part social media sensation, one part athlete, Michelle is famous for her viral warm up “jiggle” – which a quick Google will tell you is Internet gold. For this execution, Michelle was the face of Blistex’s partnership and was also used to launch the latest addition to the range: Blistex Ultra Lip Balm SPF50+, which we positioned as the must-have when competing in the elements.
To round out the already-successful campaign a point of sale competition was implemented where the prize was a trip to the Gold Coast to watch Michelle compete in the Commonwealth Games. To gain maximum exposure and entries for the competition we created, developed and designed a competition microsite which ran on the Blistex website. This promotion nicely closed the campaign loop in retail environment and added another layer of depth to execution.
As the face Michelle’s role included a mix of interviews with print, radio and broadcast media, which resulted in over 60 pieces of coverage including Sunrise and Studio 10. Michelle also shared brand messages with her 1.4m social media followers.