LAUNCHING ALL-IN CHIPS
Opportunity:
The game of poker is enjoying a pop culture renaissance like never before. Recognizing the widespread interest ignited by TV programming ranging from Celebrity Poker and Tilt to ESPN's expanded coverage of the World Series of Poker, the founders of All-In Chips decided to create the first all clay poker chip sets available at a value price. They hired a creative advertising agency to produce TV and print ads but realized that in order to make a splash during the 2004 Holiday Season, they also needed credible editorial coverage in leading consumer magazines as well. So Shira Miller Communications was brought in to help All-In Chips attract the publicity vital to their company's launch. Several obstacles faced us in this effort: the poker chip sets weren't available yet as we started contacting key media, we needed to create a clever "pitch" in order to stand out from the thousands of other PR professionals approaching holiday gift guides with their products, our turnaround time was very tight because of magazine deadlines, and limited budgets.
Solution:
We realized that in any trend, the feeling of being authentic is the ultimate point of distinction. So Shira Miller created a funny PR campaign called the "Bad Gift Hall of Fame" that reinforced how All-In Chips offered consumers the same high quality, real clay poker chips that are used in Vegas - unlike its competitors. Using humor as a key driver, this effort focused on the bad guy gift phenomena - women complain that buying presents for men is like have their teeth pulled without anesthesia while guys either quietly suffer or quickly regift awful presents like Soap on a Rope or ugly ties. A special box was created with funny faux exhibit items from the Bad Gift Hall of Fame (a whoopee cushion, Dashboard Buddha, etc.) that positioned All-In Chips as the ultimate guy gift solution. It worked. Our campaign resulted in Instyle, Penthouse, Men's Edge and Razor naming All-In Chips as one of their top holiday gift picks for guys and Playboy including the product in a poker feature story that will run in April 2005.
