The Goal
Contemporize the Certs brand by maximizing Certs sponsorship of an IMAX movie supported by a unique consumer promotion.

The Execution
Marlin created a $5 million consumer marketing campaign, which leveraged the brand’s media. A :15 national TV spot was produced by Marlin for the Grammy Awards. We kicked off the campaign by promoting Certs sponsorship of the film and driving entry for the Certs “Get Close Sweepstakes.” Marlin created a promotional website at certs.com, launched national and local radio campaigns, produced a :45 “cinema commercial,” designed in-theater displays and movie posters, and created a national FSI campaign. To increase trial and awareness of Certs, Marlin field staffers sampled product at IMAX theaters, local movie premieres, and after-parties in 20 markets and with over 10,000 premiums awarded to consumers.

Results Recap
Certs received over 23,000 website hits during the first week of the promotion and had 300,000 sweepstakes entries by the end of the promotion. Marlin captured a database of 30,000 permission-based e-mail addresses. The promotion garnered Certs approximately $3 million in value and 100 million HH impressions.