Protection 1 Teams up with ESPN’s Mike and Mike to Launch New Marketing
Campaign, #ProtectYourCookies
CHICAGO – October 29, 2013 –
Protection 1, the largest full-service business and home security company in
the U.S., today announced the launch of a new marketing campaign with ESPN’s
Mike and Mike featuring Mike Greenberg using his Protection 1 system to bar Mike
Golic’s ongoing attempts to steal cookies from his home. The new campaign will
include television commercials, radio spots and social media components. In
addition, Protection 1 will sponsor the ‘Best Defensive Player’ of the week,
featured on Mike and Mike’s morning radio show.
“There are so many elements of this partnership that are a perfect fit for what
we want our customers and potential customers to understand about Protection 1,”
said Jamie Haenggi, Chief Marketing and Customer Experience Officer of
Protection 1. “The ‘Best Defensive Player’ sponsorship speaks directly to what
we do – we are our customers’ best defensive player, we are there to protect
your home and your business even when you’re not. With the Mike and Mike spots
we’re able to bring out just enough of our fun side without losing view of the
world-class protection we offer.”
The new campaign builds on a successful six-month campaign in 2012 with Mike and
Mike that generated a 100 percent lift in commercial brand awareness for the
company, a 33 percent increase in consumer brand awareness and an 80 percent
increase in search lead generation for the company. Protection 1 added to the
positive impact of that campaign through Direct Response advertising that has
resulted in lead flow increase of over 30 percent year over year.
“After
working with Protection 1 the first time, we looked for ways to work together
again, eventually landing on this concept of #ProtectYourCookies and it
seemed like a great fit,” said Mike Greenberg. “We even did the shoot at my
house where we have Protection 1 installed to help us keep our home safe and
secure.”
The campaign will be launched under caption #ProtectYourCookies – highlighting
some of the home defense capabilities of Protection 1’s systems along with home
automation features and video capabilities. The campaign will feature:
● The ‘Best Defensive Player’ of the Week on Mike
and Mike’s morning radio talk show |
● An ESPN/Protection 1 sweepstakes that includes
a trip to NYC and a behind-the-scenes tour of ESPN |
● On-air live endorsements from Mike and Mike |
● Pre-recorded radio spots with Mike & Mike |
● TV Commercial starring Mike & Mike |
● Social media campaigns tied to
behind-the-scenes coverage and outtakes featured on YouTube |
● Cookie give away among other contests |
● Incorporated Twitter feeds from Protection 1,
Mike Greenberg, Mike Golic and Stacy Greenberg, Mike’s wife |
● Facebook contests with
prizes |
The campaign will begin to air today on ESPN and ESPN radio. For more
information on the capabilities shown, visit us at
www.protection1.com or on Facebook at
www.facebook.com/Protection1. |