Diamond Foods Premieres Interactive Promo for Movie Award Season

Diamond Foods Inc. has launched “Pop! Camera! Action!,” an innovative, interactive consumer promotion for its Pop Secret premium popcorn brand. The campaign builds on the buzz of the movie awards season by providing consumers thousands of opportunities to receive star treatment.

Fans will have the chance to “direct” Pop Secret’s Kernel characters in a short movie scene they create by providing the characters dialogue. Users can then send the scene to friends. “This highly entertaining and engaging promotion allows our consumers to connect further with the endearing Pop Secret Kernel characters,” noted Andrew Burke, chief marketing officer for San Francisco-based Diamond Foods. “In addition, the timing of the promotion couldn't be better, as it coincides with a recent and significant increase in distribution for Pop Secret in the mass channel.”

Pop Secret’s promotional website offers visitors a shot at being randomly picked as a winner of one of 2,000 instant prizes or the grand prize, which includes an at-home 3D multimedia center. Consumers also have the opportunity to win a celebrity gift bag in the Swag Bag Grab during the biggest film-award show of them all, between the hours of 8 p.m. and 9 p.m. EST on Feb. 27.

A big social media campaign kicked off earlier this month to publicize “Pop! Camera! Action!” Bloggers are hosting parties and talking up the promotion on their websites and blogs, and a Twitter Party will take place on Feb. 27 to capitalize even further on the excitement. Other promo components include nationwide print advertising, Pop Secret Popcorn’s YouTube page and in-store marketing.

“Pop! Camera! Action!” complements the brand’s “Movie Night Maker” application, which is available on Pop Secret’s website. Besides enabling consumers to choose a movie based on occasion, mood and audience characteristics, the app offers an option of sending out movie-night invitations by Facebook or e-mail, the ability to order the selected movie from Amazon.com, and the choice to receive a recommendation for the best Pop Secret popcorn flavor to enjoy while viewing the movie.

Diamond Foods also manufactures Kettle Chips, Emerald snack nuts, and Diamond of California culinary and snack nuts.