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| October 23, 2012

Game Changing Contests

As more competitors saturate a market, it can become harder for even established companies to retain, much less gain, market share. Companies are finding that if they want the biggest prize, new customers, they need to find a way to stand out and capture consumers’ attention. Whether it’s sponsoring an athlete as he skydives from the edge of space, an event that earned Red Bull more than $45 million in media coverage and publicity, or acquiring the naming rights to the latest stadium, everyone is spending more to get noticed. However, it can be very difficult to tie these costly measures back into sales – to prove ROI.

Businesses have another option, however. Securing prize coverage for a jumbo prize promotion with a unique twist can be much more cost effective while generating greater publicity thanks to the big prize.  For over 26 years, SCA Promotions has been behind some of the biggest brands’ out-of-this-world promotions, helping them get noticed and generate a positive impact on their bottom line.

The main benefit to these types of massive scale promotions is the extra, often free, advertising that comes along with them. In 2002, SCA teamed up with Taco Bell during the World Series and placed a target in McCovey Cove, the portion of the San Francisco Bay outside of the Giants ballpark.  They offered a free taco to every person in the United States if a player launched a home run into the bay and hit the target. News outlets all across the globe were eager to discuss the promotion, which had the potential to see Taco Bell hand out more than 300 million tacos. While none of the players hit the target in the bay, Taco Bell still cashed in on the news buzz and stood out in the crowded restaurant business  by garnering over four billion brand gross impressions, a large amount of free publicity..

The Super Bowl is the crown jewel of advertising; the average cost of an ad during last year’s game was $3.5 million. Because of the incredibly high cost of a single commercial, companies are under pressure to produce an amazing commercial that will go viral after the game. With the help of SCA Promotions, in 2009 Doritos effectively crowd-sourced their Super Bowl commercial, airing two consumer-created commercials during the Super Bowl.  To generate more excitement and publicity, Doritos offered a $1 million prize if either of the two commercials was voted the most popular of the Super Bowl in the USA Today Ad Meter. Many submissions were received, and two unemployed brothers walked away with the prize money for their submission “Free Doritos.” Doritos was able to snatch headlines from the competition with the highest rated Super Bowl commercial that year.

Food giant Sara Lee wanted to push their corn dog line, State Fair, but needed an extra boost to influence the market. SCA Promotions stepped in and developed an online instant win game that could net one lucky customer $500,000 toward a new home. The promotion was an overwhelming success, with more than 1.5 million codes redeemed, increasing Sara Lee’s consumer database by 400%. And one lucky school teacher won the home of her dreams.

These kinds of game-changing contests grab attention because they have enticing prizes tied to them. No matter the size of your own company, offering prizes worth $1 million or more is probably not feasible with your marketing budget alone. But SCA Promotions can make it feasible for you. Using promotional risk coverage, your company can offer headline-grabbing prizes while only paying for a fraction of the actual payout. Contact us today to start making waves on a national – and maybe even global – scale.


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