A key tactic for building ongoing consumer-brand relationships, interactive promotion is a mainstay for the consumer packaged goods marketer. With dynamic content and engagement tools, consumers are more and more becoming brand advocates; with solid consumer relationship marketing strategies, brands are able to learn more about their consumers and develop more loyal and profitable relationships. Here are just a few examples.
In an effort to drive up sales and sign-ups, Schwan’s Consumer Brands North America launched an online promotion that offered the chance to win a Toyota Prius and over 1,000 instant win prizes. Visitors entered UPC codes from specially marked packages of Red Baron, Freschetta and Tony's pizzas to play the instant win game. The promotion performed well beyond predictions, achieving millions of consumer registrations.
To spread the word about lowering cholesterol, General Mills launched a promotional campaign to show how Honey Nut Cheerios can help. Consumers who visited the promotion could get in on a coupon offer and share their personal stories about lowering cholesterol via user-generated content features. With hundreds of thousands of registrations and coupon downloads, the site proved to be an effective way for the cereal maker to reinforce the health benefits of the Honey Nut Cheerios brand.
In what was the largest gaming event the country had ever seen Pepsi's Amp Energy brand called on gamers across the land to compete for the chance to join Canada's first ever professionally sponsored gaming team. An interactive content site was used to drive participation in the national events and serve-up all the brand benefits of the Amp Energy drink. Thousands of gamers tried-out to be the next gaming Pro!
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