|
May 22, 2008
The Borden Agency’s 2007 “T-Rex Trek” scores big with The Promotional Marketing Association, winning the coveted award.
Philadelphia, PA. May 22, 2008 – The awards keep coming for Mobile Marketing specialist The Borden Agency, this time taking home a coveted “Reggie® Award” from the Promotional Marketing Association (PMA). The award was for The Borden Agency’s 2007 “T-Rex Trek” tour for Twentieth Century Fox’s DVD release of “Night at the Museum”.
“This award means so much to us, because the judges are a true cross section of our peers. While it’s true that any award is nice, when your own industry recognizes you, it makes it just a little more special.” said Borden Agency CEO Larry Borden.
The Reggie Awards are given out once a year by the Promotion Marketing Association, and this year’s 25th Anniversary event was held at the Chicago Marriott Downtown Magnificent Mile hotel. “Each year, the PMA REGGIE Awards honors some of the most creative, well-executed, results-driven integrated marketing campaigns,” said Bonnie Carlson, president of the PMA.
Borden’s winning entry involved taking “Rexy”, who is the film’s lovable T-Rex, on a whirlwind eight day journey from New York to Los Angeles, celebrating Fox Home Entertainment’s DVD and Blu-Ray disc release of Night At The Museum.
A replica dinosaur (weighing approximately one ton and measuring 21 feet long) was painstakingly built. Once complete, Rexy was mounted on a custom made flatbed trailer, complete with LED lights, a sound system, and bubble machines. A yellow Hummer (just like the one used in the movie) was used to tow Rexy.
The tour traveled to major US cities, including New York City; Philadelphia; Washington, D.C.; Detroit; Chicago; St. Louis; Kansas City; Denver; Las Vegas; San Francisco; and finally, Los Angeles for the red carpet DVD launch party at the Natural History Museum. A documentary film crew followed the tour, edited daily footage, and uploaded shorts to Yahoo Movies nightly, allowing fans from across the globe to follow Rexy’s journey.
The results of the tour were enormous. In only eight days, the tour received over 400,000,000 unpaid media impressions (300,000,000 over what was originally planned). This included footage of Rexy in L.A. traffic, recorded by news helicopters and fed nationally through NBC News, resulting in 40 local market airings. The tour also garnered 22 million unique visitors per week at Yahoo Movies, and first week sales of the Night at the Museum DVD were over 6 million, beating seven other new releases.
“On its own, it was a wildly successful tour, and it was also a lot of fun” remarked Borden. “But winning this award… wow… that’s really the cherry on top”.
About The Borden Agency
The Borden Agency, headquartered in Philadelphia, PA is the only Event and Mobile Marketing agency that’s also a consultancy. Through a disciplined four step approach: Learn It, Plan It, Do It and Evolve It, The Borden Agency provides expertise in mobile marketing strategy, concept development, budget creation, brand integration, custom vehicle procurement, event selection and routing, D.O.T. laws, safety, contract negotiations, staffing, daily management, and, most importantly, achieving solid measurable results. Partial client list includes Avon Products, Dunkin Donuts, GE, Charming Shoppes, Graco Baby Products, Warnaco, Twentieth Century Fox, Mountain Dew, DeBeers, BlackBerry and others. In 2007, The Borden Agency was awarded the 2007 Small Business Excellence award from the Philadelphia Chamber of Commerce. Additional information about The Borden Agency may be accessed at the company’s website, www.thebordenagency.com.
|
