Philadelphia-based Harmelin Media says it’s a multimedia campaign effort for Blue Diamond Snack Nuts in support of their partnership with the U.S. Ski and Snowboard Association (USSA). With the assistance of Harmelin Media, Blue Diamond has been named the official snack nut of the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing. Blue Diamond will have a major national and local presence in the lead up to and during the upcoming Winter Olympic Games.
Blue Diamond ran spots and in-program features during nationally televised USSA events on NBC in December and January. In addition, Blue Diamond produced a series of vignettes featuring the USSA athlete’s journey to the Games and USSA Chef Allen Tran integrating Blue Diamond into athlete nutritional plans. The relationship continues with promotional Facebook efforts that offered consumers a chance to send words of encouragement to USSA athletes and receive coupons for free Blue Diamond products whenever a USSA athlete wins gold.
Blue Diamond will also run the campaign in spot TV markets across the country on NBC Owned Television Stations throughout Olympics programming. Other elements include sponsorship billboards, branded integration within the Olympic Zone program, and digital exposure on NBC Owned station websites.