Connect with us

Best of The Best

Best of The Best: “Most Valuable Proposal”

Published

on

Best of The Best: “Most Valuable Proposal”

A Promo Scores Super Bowl Halftime Touchdown

BY EILEEN MCCLELLAND

Published in the January 2013 issue

BREMER JEWELRY, PEORIA, IL

When Super Bowl XLVII kicks off in New Orleans on Feb. 3, all eyes will be on the game — and the commercials. Bremer Jewelry of Peoria, IL, scores big publicity points each year with a contest that helps a lucky local couple get engaged live on the air during halftime. STOR Y BY Julie Fanselow

THE IDEA

For three years, Bremer Jewelry has partnered with the local TV affiliate that is airing the Super Bowl to run a “Most Valuable Proposal” contest. The winner gets to propose to his surprised beloved with a ring in a commercial during the game’s halftime show. Meanwhile, the jewelry store generates plenty of excitement and community goodwill, says Ronda Daily, who owns Bremer Jewelry with her husband Craig.

Advertisement

THE EXECUTION

The Most Valuable Proposal launches after Christmas. People are invited to visit the participating TV station’s website and vote for their favorite ring. Last year, the store awarded an 18K white gold, halo-style diamond engagement ring from A. Jaffe. 

At the same time, men are invited to submit entries explaining why they’d like to win the ring and make the Most Valuable Proposal. A three-person panel from the TV station joins Bremer Jewelry’s marketing director to choose the winner, who is notified the Monday before the big game. He goes to the station to tape his proposal, swearing to keep it a secret until it airs during Super Bowl halftime.

On Super Bowl Sunday, a TV crew shows up wherever the winner is watching the game. Last year, the winner and his girlfriend were at a sports bar where they’d met five years earlier. Another When Super Bowl XLVII kicks off in New Orleans on Feb. 3, all eyes will be on the game — and the commercials. Bremer Jewelry of Peoria, IL, scores big publicity points each year with a contest that helps a lucky local couple get engaged live on the air during halftime. STOR Y BY Julie Fanselow year, the winner and his paramour were watching the game at home when his mother let the TV crew in the back door. The camera crew captures the woman’s reaction as the televised proposal airs, then — to build suspense and ratings — the TV station tells its audience to tune in “tonight at 10” to hear her reply.

THE RESULTS

“The buzz is fantastic,” Daily says. “Even if people don’t watch the Super Bowl, they watch the halftime show.” The footballthemed promotion offers Bremer Jewelry a chance to gain fans among men and women alike. “The day of the Super Bowl is awesome, but the ramp-up promos are the biggest benefit,” Daily says. By launching its Most Valuable Proposal campaign right after Christmas, Bremer Jewelry fills the post-holiday period with a promotion that keeps the store in the public eye until and beyond game day. (How many couples thinking about getting engaged on Valentine’s Day see the Most Valuable Proposal and wind up checking out Bremer Jewelry?)

DO IT YOURSELF

Build good relationships with your local network affiliates; the Super Bowl rotates among CBS (2013), Fox (2014) and NBC (2015). Daily says she buys a package of ads for the game. “You need to spend some money to make it mutually beneficial,” she adds — but don’t worry: Those super-premium prices for Super Bowl commercials don’t apply to local ads.

Keep the love going after the big game. Bremer Jewelry does a lot of digital billboards, and the store puts the winning couple’s photo on the billboards. Friends and family take photos of the billboard and post it online, meaning yet more return for the campaign.

Advertisement

Bremer Jewelry has a football-themed, flip-book style “Proposal Planning Kit” on its website, full of engagement ideas any time of year. See www.bremerjewelry.com/proposal.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

Promoted Headlines

Most Popular