E*TRADE, a publicly traded company and a leader on online stock trading that had expanded to providing complete financial services, wanted to relaunch the company with a new name and brand at the 2002 SuperBowl in February. E*TRADE wanted to build pre-SuperBowl hype for E*TRADE’s ads and to get the message out on the new brand after the SuperBowl.
The chimp media tour generated photo placements in the The New York Times, Chicago Sun Times, AdWeek, The Los Angeles Times and The Washington Times before the SuperBowl. The brand launch event in New York attracted more than 50 reporters, which led to more than 25 placements in two weeks on E*TRADE’s new name E*TRADE Financial. The media results from The Financial Times to National Public Radio reached more than 10 million people.