Experiential Marketing Archives

Scream Scram

Challenge: Scream Agency attempted to break a Guinness World Record at its 7th Annual Scream Scram Run / Walk / Nordic Walk on Friday, October 27, 2006, in Washington Park, benefiting the Colorado Chapter of the National Multiple Sclerosis Society (NMSS).

Process: Scream Agency along with United Advertising Corporation (UAC) collected donated bags of candy corn until October 30, 2006 to be used to fill the exclusive Scream Scram vinyl-wrapped London Taxi created by UAC and specifically designed to promote the race. Participants, sponsors and donors were asked to bring a large bag or more of candy corn to help fill the taxi in an effort to break the world record. The bags were, in turn, donated to the Children’s Museum of Denver to be used at its Trick or Treat Street event Oct. 28 through Oct. 31.

Results: The race raised approximately $5,000 for MS and collected over 20,000 pieces of candy corn to assist in the world record attempt. Media coverage was received in the following media outlets: Denver Post, Rocky Mountain News, Advertising and Marketing Review, Westword, Denver Daily News, NBC’s Colorado & Company, and CBS News 4.

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Sierra Designs

Scream Agency

Challenge: Sierra Designs needed an agency to develop a full-service communications platform for its high-performance tents, sleeping bags, and technical outdoor clothing. The brand was also looking for a unique way to illustrate and create some noise about the company’s long standing brand heritage at its bi-annual industry tradeshow.

Process: Through concept development, advertising, tradeshow relations, dealer sales materials, community/athlete sponsorship events and an extensive PR program, Scream Agency helped the brand build loyalty and a new buzz. For the tradeshow portion of the project, Scream Agency came up with the idea to create 15 handcrafted, four-foot tall trail signs displaying brand heritage words such as “THE REAL DEAL”, “HAPPY TRAILS”, and “TAKE A HIKE” to be placed throughout the tradeshow floor. Additionally, the agency sought out an authentic auctioneer to “yodel” off the signs during the tradeshow to raise money for several different outdoor charities.

Results: The brand has received national, regional, and local coverage in hundreds of publications and on broadcast airways such as The Today Show, Backpacker, Outside, National Geographic Adventure, GearTrends, and many more.

The 45-minute live auction raised over $4,000 to benefit the various charities to help their missions and visions of getting people outdoors in a clean and safe environment. Scream Agency got the auction and unique trail signs written up in various industry publications including the Outdoor Industry Show Daily, OIA newsletter, SNEWS, Sportsonenewsource.com, and more.

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