We developed an event and contest-based promotional program to help Allegion engage locksmiths across the U.S. and drive them to key distribution partners.


Allegion — the leading provider of security products and solutions for homes and businesses — called on us to engage a target audience of locksmiths with the purpose of driving that audience to key distributors across the nation. We addressed this challenge by creating the Ultimate Locksmith Challenge, a speed-installation contest where locksmiths could compete to win cash and prizes from as well as the title of Ultimate Locksmith.

The program was launched at the Associated Locksmiths of America (ALOA) Convention and Security Expo where we integrated the competition into Allegion’s booth. We then built a promotional microsite where we could drive locksmiths to sign up to participate in the competition at ten (10) participating distributor events. In order to engage locksmiths who couldn’t attend an event and give them an opportunity to participate, the microsite also featured an online trivia competition. We promoted the program through a combination digital and print trade campaign — the digital component featuring a video that we developed from the competition at the ALOA event to drive enthusiasm for participation. Overall, the program was a huge success as it allowed Allegion to cement its relationship with their key distribution partners and drove tremendous participation from locksmiths throughout the country.

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