Lamb's Pimp My Shed

Service: Experiential Marketing

Every year thousands descend on St John’s Newfoundland’s infamous George Street – for the ultimate summer festivals.  Vision|Co. created a campaign to support Lamb’s brand Rum’s “Pimp My Shed” contest that would also promote the brand as the Major Spirit Sponsor at the Festival.

“Pimp My Shed” was a promotion designed to re-invent one of Newfoundland’s most unique cultural phenomena.  By turning a Shed on its head, Lamb’s could further cement itself as Newfoundland’s #1 Rum and #1 Spirit brand and promote the newly developed Lamb’s P.E.T bottle – convenient, lightweight, environmentally friendly and shatterproof.   The contest gave Newfoundlander’s the exclusive opportunity to win a variety of prizes including 3 Grand Prize packs that would “pimp out” their conventional sheds.  The pimped out shed Grand Prize Pack included a  52” flat screen tv, custom bar, leather chair, dart board, guitar, IPod Touch and docking station and mini bar fridge – 1 Grand Prize was awarded in each of the 3 regions, Central, Eastern and Western Newfoundland.

To build awareness and create buzz for the contest, Vision|Co held three sampling blitz's at designated venues on George St. during the Canada Day Festival – Big Birthday Bash, George Street Festival and Mardi Gras.  Festival goers enjoyed custom created drinks and the opportunity to check out a replica of the Grand Prize Shed while brand ambassadors handed out scratch-and-win cards to qualify winners for Lamb’s®  prizing.   The “Pimp my Shed’ contest was promoted both on and off premise to the consumer through three channels; media (radio - OZ FM, billboard, web – (pimpmyshed.ca), retail (NLC) and street level at the festivals.

Lamb’s saw an increase of 8.2% in volume growth over a promotional period and 81% of consumers entered the contest.