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Sara Lee Food and Beverage Sales Engage Instant Win Game - "Win $500K Toward Your Dream Home"
Sara Lee Food and Beverage Sales wanted to take a bite out of the competition by boosting sales of State Fair Corn Dogs. Sara Lee turned to SCA to help develop an instant win program incorporating a customized online landing page where the customer enters a game code to see if they’ve qualified for a chance to win the Grand Prize: $500K toward a dream home. SCA developed the website and is responsible for contingency prizing.
Objectives:
- To increase sales of State Fair Corn Dogs.
- To boost awareness of the State Fair Corn Dog brand.
Strategies:
- Incentivize sales of State Fair Corn Dogs at the point of purchase.
- Contestants receive 4 game codes on a label affixed to the inside of specially marked packages of State Fair Dorn Dogs.
- After submitting their game code, one of six Dream Home Rooms will be illuminated on the screen.
- There are 3 ways for contestants to win: Collect and Win, Instant Win, and a Drawing, in the event a Grand Prize winner is not announced.
- Grand Prize is $500K cash.
- Contingency prizes include: a wireless sound system, 52” HD LCD TV, Char-Broil Grill, a $2,000 Visa gift card, and a Dell laptop computer.
- Total ARV of all prizes: $584,900.00.
Results:
- The $500,000 grand prize was awarded to Sarah Stevens, a middle school teacher from Tennessee.
- More than 1.5 million game codes redeemed by 250,000 customers.
- In one 24-hour period, over 11,400 game codes were redeemed.
- Increased the brand's online consumer database by 400%.
- Generated mobile database of 1,900 SMS opt-ins with an 80% opt-in retention rate.
