Diet Mountain Dew has leveraged their racing legacy to create a passionate movement that connects Dale Earnhardt Jr’s massive fan base to their favorite driver. What started out in the early 1980's as a handle for Darrell Waltrips pit crew, the Dew Crew has evolved into a large group of individuals that supports, builds, maintains and wheels that #88 Diet Dew Chevy around the track on race day. The Dew Crew now provides Dale’s fans with an insiders “hub” that allows them to get involved with their favorite driver, help make actual team decisions, win prizes and interact with the brand all season long. In partnership with the Manumatix “Bamboo” Facebook app we created an integrated activation plan for the Dew Crew that extends across on-air, digital, print and in-store elements that creates a unique consumer engagement experience with Jr. Nation on a weekly basis.

How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.

In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.

For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!

This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.

For back-to-school shopping, skincare isn’t topping anyone’s list. Until this year!  For the first time in Johnson & Johnson’s history, Clean & Clear and Neutrogena were big players during the back-to-school time frame, securing prominent in-store displays at Walmart, Target  andWalgreens.  At Walmart, girls were rewarded with a free Teen Vogue subscription with purchase. (Check out those die-cuts!)  At Walgreens, shoppers could win an HP laptop.   But the back-to-school coup of them all was the Target program.  No, you are not seeing double - we landed two end-caps, and got more than we asked for when Target chose to support specially designed totes for a cause.  With the addition of dedicated media, including custom vignettes on MTV, print advertorials in teen magazines and PR with teen bloggers, TracyLocke led the way for Clean &Clear and Neutrogena to become back-to-school essentials.

Inspired by TBWA's national Pepsi Max/MLB TV ad, we created the "Field of Dreams" engagement program to capture the attention (and imagination) of baseball fans everywhere. The idea was simple – "If you build it, they will come".  The program allowed fans to not only build a dream team of the greatest MLB players of all-time, but it also gave them the chance to actually play a game against them in their own hometown. In-store promotion and online advertising spread the word and drove consumers to vote at the microsite on MLB.com. The dream finally became a reality on May 12th, 2012 when over 10,000 fans showed up to watch their favorite legends take-on the winner and his friends in Columbus, Ohio. With over a million votes cast, and national coverage for the game itself, Field of Dreams 2.0 is ready to step up and knock expectations out of the park.

In Spring 2011, Gatorade launched its latest innovation with G Series FIT, a three-part suite of products designed to fuel fitness athletes before, during and after their workout. Partnering with clients, TracyLocke identified Walgreens as a good match for the athletic, twenty-something shopper who is looking to optimize their regimen. The engagement idea called “Find Your Fit” focused primarily on education about the new products and their performance benefit while also delivering an incentive of free workout downloads with two professional trainers in partnership with Men’s and Women’s Health magazine. Also, an inspirational video of G Series FIT athlete and professional surfer Coco Ho was featured on a motion-sensitive end cap LCD screen in thousands of Walgreens stores nationwide to attract attention and drive relevance with the target audience. Gatorade continues its evolution with G Series FIT and this breakthrough shopper engagement program.

How do you get coffee lovers to believe instant coffee can taste as good as fresh brewed? By putting Starbucks first instant coffee, Starbucks VIA Ready Brew head to head against Starbucks brewed coffee. We knew that sampling was key to the growth of Starbucks VIA, but with limited budgets, continuous wet sampling was not an option. Knowing that tasting was believing, the Starbucks VIA Taste Promise was born. We promised coffee lovers across the nation that they’d love Starbucks VIA or we’d replace it with a bag of Starbucks. The program increased awareness 13% in key markets and Nielsen FDM showed increased consumption trends during the promotional period. It's a guaranteed win-win.

BRISK, PepsiCo’s newest billion dollar brand, partnered with LucasFilm, Ltd. to make the 3-D theatrical release of Star Wars: Episode 1 - The Phantom Menace truly unforgettable. TracyLocke, along with the interagency team, developed the largest ever multi-media advertising and marketing campaign for the BRISK brand with the “Uncap the App” national promotion. TracyLocke brought the campaign to life through epic retail theatre, shopper marketing, field extensions and more. So grab a limited edition Darth Maul BRISK 1-Liter bottle, designed by TracyLocke, and join forces with the light or dark side as you enter the BRISK universe.

Simon Cowell is back – and he's brought his international mega-hit, THE X FACTOR, with him to The States. Along side his old friend Paula Abdul, and new judges L.A. Reid and Nicole Scherzinger, Simon is searching for the world's next mega-star. And joining the panel on this hunt, as lead sponsor of the show, is Pepsi. From MJ to Britney to Beyonce and beyond, Pepsi has always worked with the biggest and brightest in music, and this partnership is no exception. In the lead up to the world premier, Pepsi turned to TracyLocke to help amplify all the X-citement. For the launch, we created national radio, OOH for major markets, and an in-store campaign complete with a revolutionary on-pack promotion utilizing image-recognition technology. So as you (and the rest of the universe) watch Simon, Paula, L.A., and Nicole discover "Who’s Next", Pepsi will be right there beside them. After all… where there's Pepsi, there's music.