Monterrey, Mexico - Residents in Mexico got a sweet surprise along with their cookies this past fall - the chance to win 50,000 pesos. Those who purchased specially-marked Grupo Gamesa products from Grupo Gamesa (a subsidiary of Frito Lay) received scratch-and-win cards inside the packages.

The cards had a soccer theme, a popular sport in Mexico. Each card represented a soccer match. To begin the game, consumers scratched off one of two soccer balls at the starting line. If they found a soccer ball, the game continued to the next line, making their way to the goal line. An "X" meant the game was over. If a player scratched off five balls and no "Xs," a goal was scored, making the coupon an instant winner.

Prizes, which were revealed in the prize box, ranged from a discount off the next purchase, to a free package of cookies, to 200 pesos, according to SCA rep Andreas Mueggler. And two packages contained a 50,000 peso prize.

With 150 million scratch cards distributed, representing 56,685,000 pesos in total possible prizes, the game had the potential to be an expensive promotion. So Grupo Gamesa turned to SCA for help. Grupo Gamesa decided to budget $280,000 (USD) in total prizes to be redeemed for the contest. Anything over that amount, SCA would cover.

Using SCA for over-redemption coverage allowed Grupo Gamesa to identify what the promotion would cost them to run upfront, according to Mueggler. That meant the Grupo Gamesa could relax no matter how many "goals" consumers scored, secure in the knowledge that the contest was protected. "Using SCA removes the element of risk," he says. "If the amount goes over what the company budgets, SCA picks up the tab."

SCA's experience in over-redemption contests has other advantages as well. "We can help clients predetermine how many prizes will be redeemed, based on our experience," Mueggler says. Knowing in advance what to expect lets companies get the maximum impact from their marketing dollars.

For Grupo Gamesa, the cards scored big with customers - the company reported an increase in sales during the time of the promotion.

Scratch cards are only one of many programs SCA offers for over-redemption. For a predetermined fee, SCA will assume all financial risk for the outcome of your promotion - no matter the value of the prizes, rebates, coupons or premiums. Contact SCA for more information on:

1-800 Telephone Promotions In-Pack / On-Pack Contests Collect-and-Win Games Instant Win Games Couponing Premium Offers Gift With Purchase Rebates Scratch Games