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Mazola “Switch and Get Rich Instant Win Game”
Mazola Corn Oil was searching for a way to distinguish itself from other cooking oils. Working with its agency and SCA, Mazola offered two $1 million prizes to their consumers. The "Switch and Get Rich Instant Win Game" encouraged consumers to purchase Mazola at the point-of-sale. Consumers could instantly win $1 million, to be paid by SCA, by entering their UPC code into the game’s microsite.
Objectives:
- Influence point-of-sale decision-making.
- Create an awareness draw with a large prize base.
- Engage consumers with the product and packaging.
Strategies:
- Create a game-specific microsite with SCA.
- Design specially-marked packaging to promote the sweepstakes.
- Ask consumers to register and enter the UPC code from their bottle of Mazola oil.
- Use SCA's DrawServer™ technology to instantly notify consumers if they win.
Results:
- Mazola received 40,000 unique entries to their site.
- "The large prize has created awareness and separation for the Mazola brand," said Mazola’s Marketing Manager.
- "We chose SCA because of their pricing, their experience in the market, their cutting-edge technology, and their turnkey back-end engineering execution," said Mazola’s agency representative.
