3M ESPE GIVE KIDS A SMILE

3M ESPE GIVE KIDS A SMILE

3M ESPE GIVE KIDS A SMILE

Developed national partnership for 3M ESPE Dental with American Dental Association, its largest distributor and its key healthcare partner for the “Give Kids a Smile” campaign. Key program items included a Greg Biffle radio and TV PSA distributed nationally, a national mat release on Give Kids A Smile, press event with Biffle at Charlotte school to announce program, dental screening event at Richmond International Raceway, radio/print interviews prior to races in local markets and ongoing motorsports media outreach.

  • The 2012 program generated more than 107,409,353 media impressions valued at more than $6.5 million in advertising dollars
  • Program expanded to 11 racetracks in 2013
  • Relationship drove incremental sales increases in key product categories