{"id":5007,"date":"2009-03-22T03:47:13","date_gmt":"2009-03-22T03:47:13","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=5007"},"modified":"2021-01-07T12:02:45","modified_gmt":"2021-01-07T11:02:45","slug":"energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/","title":{"rendered":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way"},"content":{"rendered":"<p>Act II popcorn has been around for quite some time and perhaps even appears in a lot of our cabinets at home. Their popcorn (in my own opinion) is light, awfully good and buttery and is just perfect for a movie night at\u00a0 home or with friends. It&#8217;s even good with a 52-hour movie stint, something Act 11 did a few years back that caused them to buzz the market and explode with their product. <\/p>\n<p>Act II Popcorn,\u00a0parent-owned by the <a href=\"http:\/\/www.conagrafoods.com\" target=\"_blank\" rel=\"noopener\">Conagra\u00a0Foods Company<\/a>, held a movie fest\/movie marathon that was used to introduce their newest product\u00a0into the market. History begins with its predecessor\u2014ACT I, an early microwave popcorn that had to be stored in the refrigerator. In 1984 ACT II, a shelf-stable microwave popcorn, hit the stage. It was the first mass-marketed microwave popcorn. ACT II has brought Americans many firsts since then, including the first flavored microwave popcorn, the first fat-free microwave popcorn, and the first kettle-corn-variety microwave popcorn. <\/p>\n<p>To introduce this concept and product to the consumers, Act II held a\u00a0movie fest which lasted for approximately\u00a052 hours at the Heights Theatre in Columbia Heights, MN.<\/p>\n<blockquote><p><em>Con Agra foods was holding the ACT II popcorn \u201cpop fest\u201d at the Heights, which broke the (then) worlds record of continuous movie watching. The first movie started on Friday Morning at. 9:30AM, and the last movie did not end until 7:00PM on Sunday night. <\/em><\/p><\/blockquote>\n<p>The participants could have ALL of the popcorn they desired, with 15 minute incremental breaks at designated periods, but NONE of the participants at any time could fall asleep or leave the theatre. They were competing for a Guinness Book of World Records championship. The winners of the movie competition would receive a year&#8217;s worth of Act II popcorn free, their faces on specially marked packages and the chance to claim bragging rights in the Guinness Book. And all of this for doing something that really is fun: watching a movie and eating hot-buttered popcorn.<\/p>\n<p>This clever act of advertising, media relations, branding and marketing helped to make Act II a popular popcorn with a hard-to-forget creative branding strategy. Their goal was to embed the image and thought of their product into their customers minds, and create a desire for their product for the next time they&#8217;re in the grocery store on the popcorn aisle. Has it happened to you yet? Are you an Act II popcorn eater? Does their marketing strategy work on you?<\/p>\n<p>What was so clever about this campaign is that they involved, <em>heavily involved<\/em>, the participation of their customers and made it fun for them to interact. The marathon lasted for about three days or so, and was just enough time for the product to create a buzz and gain media attention. (<a href=\"https:\/\/www.youtube.com\/watch?v=LjQto5o3FLk\" target=\"_blank\" rel=\"noopener\">YouTube News<\/a>)<\/p>\n<p>Conagra Foods actually <a href=\"http:\/\/investor.conagrafoods.com\/phoenix.zhtml?c=202310&amp;p=irol-newsArticle_pf&amp;ID=1008507&amp;highlight=\" target=\"_blank\" rel=\"noopener\">ran this campaign <\/a>over a year ago, but the residuals are still evident today. The company is still enjoying profitable increases in their stock with\u00a0a growing and successful product line. Is is all or partly due to the Act II commercial? Not really of course, but it is branding strategies like this that can help a corporate entity establish themselves as a market leader and a competitive force. Kudos to whomever the advertising executive or committee was who thought of this type of marketing strategy. It did well for the brand!<\/p>\n<p>What kind of creative things can you think of that would explode your brand? Would your company be willing to try anything that would bring them exposure? Is it worth it to them or is it something that is reserved only for the &#8220;creative brands?&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Act II popcorn has been around for quite some time and perhaps even appears in a lot of our cabinets at home. Their popcorn (in my own opinion) is light, awfully good and buttery and is just perfect for a movie night at\u00a0 home or with friends. It&#8217;s even good with a 52-hour movie stint, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[24],"tags":[1380,1382,1379,172,1381],"class_list":{"0":"post-5007","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-media","7":"tag-act-ii-popcorn","8":"tag-buttered-popcorn","9":"tag-conagra-foods","10":"tag-corporate-media-relations","11":"tag-heights-theatre","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Act II popcorn has been around for quite some time and perhaps even appears in a lot of our cabinets at home. Their popcorn (in my own opinion) is light, awfully good and buttery and is just perfect for a movie night at\u00a0 home or with friends. It&#8217;s even good with a 52-hour movie stint, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2009-03-22T03:47:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-07T11:02:45+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way\",\"datePublished\":\"2009-03-22T03:47:13+00:00\",\"dateModified\":\"2021-01-07T11:02:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\"},\"wordCount\":617,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"keywords\":[\"act II popcorn\",\"buttered popcorn\",\"conagra foods\",\"corporate media relations\",\"heights theatre\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\",\"name\":\"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"datePublished\":\"2009-03-22T03:47:13+00:00\",\"dateModified\":\"2021-01-07T11:02:45+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\",\"name\":\"Lucy Nixon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"caption\":\"Lucy Nixon\"},\"description\":\"Lucy is Editor at Corporate Eye\",\"sameAs\":[\"http:\/\/www.corporate-eye.com\",\"https:\/\/x.com\/lucynixon\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/","og_locale":"en_US","og_type":"article","og_title":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye","og_description":"Act II popcorn has been around for quite some time and perhaps even appears in a lot of our cabinets at home. Their popcorn (in my own opinion) is light, awfully good and buttery and is just perfect for a movie night at\u00a0 home or with friends. It&#8217;s even good with a 52-hour movie stint, [&hellip;]","og_url":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/","og_site_name":"Corporate Eye","article_published_time":"2009-03-22T03:47:13+00:00","article_modified_time":"2021-01-07T11:02:45+00:00","og_image":[{"url":"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif","type":"","width":"","height":""}],"author":"Lucy Nixon","twitter_card":"summary_large_image","twitter_creator":"@lucynixon","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Lucy Nixon","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/"},"author":{"name":"Lucy Nixon","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2"},"headline":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way","datePublished":"2009-03-22T03:47:13+00:00","dateModified":"2021-01-07T11:02:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/"},"wordCount":617,"commentCount":2,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"keywords":["act II popcorn","buttered popcorn","conagra foods","corporate media relations","heights theatre"],"articleSection":["Media"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/","url":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/","name":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way - Corporate Eye","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"datePublished":"2009-03-22T03:47:13+00:00","dateModified":"2021-01-07T11:02:45+00:00","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/energizing-your-brand-through-the-media-act-ii-popcorn-finds-a-way\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Energizing Your Brand Through the Media: Act II Popcorn Finds a Way"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2","name":"Lucy Nixon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","caption":"Lucy Nixon"},"description":"Lucy is Editor at Corporate Eye","sameAs":["http:\/\/www.corporate-eye.com","https:\/\/x.com\/lucynixon"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/"}]}},"modified_by":"Lucy Nixon","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/5007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=5007"}],"version-history":[{"count":6,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/5007\/revisions"}],"predecessor-version":[{"id":52294,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/5007\/revisions\/52294"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=5007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=5007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=5007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}