PROJECT SCOPE
SITUATION
After a major remodel to one of their facilities and a new website being developed. Kingpins was looking to update the marketing video and photos to help promote family play, bar/restaurant attendance and league bowling.
OPPORTUNITY
With two locations in Beaverton and Portland, KingPins has the opportunity to establish themselves in two markets as a premium entertainment center for bowling, play and food.
PROBLEM
KingPins was primarily using an outdated video and stock photos to promote their brand. They needed new branded content to establish themselves in two markets in the Portland area.
GOAL
In Gear Marketing was to produce a new marketing video and marketing photos to show the clean and modern facilities but more importantly to show the joy and fun KingPins can bring to families, adults and leagues.
STRATEGY
With Kingpins it is all about the joy that they can bring to the faces of their customers. With that in mind, our strategy was to focus more on the happiness that Kingpins can bring families and adults instead of just the attractions that can be found there.
When it came to focusing more on the customer than the attraction, a good model strategy was key. The models needs to be comfortable in front of the camera so in this case, we opted to hire models for this project.
STEPS:
- Discovery Meeting
- Marketing Research
- Competitor Analysis
- Production Plan
- Casting
- Logistics & Scheduling
COURSE OF ACTION:
We believed the best course of action was to split the production into two separate shoots with one shoot focusing on families and the other focusing on adults and leagues. This allowed us to really dial in on all the target markets and make sure that they were all accurately represented.
THE SOLUTION
EXECUTION
With casting, logistics and scheduling completed, we started production with ease. Both Kingpins, the models and our crew knew exactly when and where to be and we able to follow our detailed shot list for a fairly seamless production. Using our low light cameras and proper lighting, we were able to capture all the services and attractions that Kingpins offers there customers.
CONTENT PRODUCED:
Produce a new marketing video
Showcase both locations and all target markets.
Produce new marketing photos
Provide a wide range of photos for all target audiences and locations.
OBSTACLES:
One of the biggest obstacles with working with entertainment centers that have a focus on families is to get the correct emotions out of children. With having worked with multiple entertainment centers in the past, we had a strong list of families and children that we knew would give us that results that we wanted.
THE RESULTS
The marketing content that we delivered to Bullwinkle’s was used in multiple effective distribution campaigns. The results included an increase in restaurant and bar purchases, 21 & older events and new attraction attendance. The social reach of the marketing content produced over 100k video views and over 200 shares and tags on campaign post.
