Bringing Snow to Kalgoorlie for Yoplait Go-Gurt  

Challenge

  • Obtain nationwide branded media coverage for the Yoplait Go-Gurt Yogurt Blizzard Competition, which brought snow to the winning school for a day.
  • The winning school located in the desert of Western Australia, presented logistical challenges in the form of media proximity and the time difference (3 hrs) to the eastern states.

Solution

  • B-M cultivated media interest with story teasers and the promise of a snow phenomenon in the desert to all regional, state & national outlets.
  • B-M secured Channel 9’s Today Show to film the event and broadcast nation-wide the next day.
  • To obtain news coverage in the eastern states, B-M overcame the time difference and ‘mocked-up’ the event at 5am for local TV/photographer to cover. B-M then worked to ensure eastern state media picked up by 10am the local TV footage/photograph.
  • On the day B-M also conducted a comprehensive media sell-in to state and national outlets

Outcome

  • Reaching over 5 million Australians, the event received outstanding branded national media coverage, a highlight being the Today Show syndicated to 38 stations Australia-wide and Channel 9’s 4:30 pm news bulletin syndicated to 36 stations.
  • Additionally, the event was covered on Win TV, GWN, Channel 7 News in Perth and Adelaide, Channel 10 News in Perth.
  • As well as radio coverage, including ABC Queensland, ABC Alice Springs, ABC Goldfields, Vega FM in Melbourne, Nova Perth and the print in The Kalgoorlie Miner.
  • The media coverage resulted in a strong spike in sales.