the proof
Cousins Subs North Pole Express
As a brand focused on community, Cousins Subs was used to doing events supporting local causes. But to boost sales during the busiest of all cause-related efforts - Christmas - the company needed to do something a little more magical to get noticed. For this, the company turned to agency partner Caffeine Communications.
Strategy
Create an experience that leverages the buzz of the holiday movie Polar Express and its message of "Believe" and be the first to bring that experience to the children of Wisconsin.
Through Caffeine, Cousins Subs didn't just become part of the holiday magic, they delivered it. The leading sub shop offered limited spots on a magical train to the "North Pole," which was based on the movie. To drive in-store traffic, kids entered to win one of the seats by turning in a letter to Santa at Cousins Subs restaurants across the state. For each letter collected, Cousins Subs donated $1 to Children's Hospital of Wisconsin. Cousins not only raised money for the Children's Hospital, but invited several patients to take part in the journey.
Results
This magical event was so popular it became an annual event. It also inspired several local organizations to donate time and other resources to it - local dance and theater groups, prop rental shops, local holiday vendors, Amtrak and Cousins' own franchisee network. The first year of the campaign raised $6,100 for Children's Hospital, saw 63,000 new visitors to the Cousins Subs Web site and more than 1,000 to the North Pole Express microsite. Nearly 5,000 kids registered their letters to Santa at Cousins Subs locations and Caffeine generated more than 1.9 million impressions through media relations - a 4-to-1 return on investment.
