GameTime, a PlayCore company, and manufacturer of commercial playground products, outdoor fitness equipment and custom play spaces, earned the 2016 Bronze Anvil Award in the Direct Mail/Direct Response category for its “Accept the Challenge!” Multimedia Invitation for a Product Launch Event.
Developed in collaboration with 6AM Marketing of Madison, Wi., the invitation featured a video player built into the direct mail creative to introduce Challenge Course, a new category of outdoor fitness product. Challenge Course is a fitness experience that is similar to televised obstacle course races and professional sports training, and features a companion app to promote competition among all course locations. It appeals to both children and adults, and encourages friends and families to exercise together. The multimedia invitation included a brochure about the product and its benefits for community health and wellness, along with a VIP entry to an exclusive launch event in Las Vegas. The results from the direct mail tactic exceeded expectations and industry averages, resulting in an unprecedented 78 percent response/attendance rate, said officials.
“We are pleased to receive this prestigious award from PRSA,” said Kent Callison, director of Marketing Communications for GameTime. “This was a tremendous team effort, from people who are passionate about play and outdoor recreation. To receive this award alongside some of the greatest brands in the world is immensely gratifying.”
The GameTime and PlayCore team that worked on the “Accept the Challenge” tactic were: Bob Barron, Kent Callison, Chloe Kaufman, Lisa Moore, Tom Norquist, Anne-Marie Spencer, Jon Walker and Fred Wiechmann. 6AM Marketing’s team included Bill Patton and Lisa Smith.
"Ultimately, this award recognizes an idea, rather than any single person or team of people,” said Mr. Callison. “Ideas are our currency at GameTime. They turn into innovative playground products that children love or fitness parks that improve the lives of everyone who live in the community. This time the idea was a public relations tactic. We are honored by the award and how well the campaign helped communities embrace Challenge Course as a health solution.”