Sweepstakes are an effective marketing tool for practically any type of brand. However, there are specific advantages to sweepstakes when it comes to certain industries, one of which is consumer packaged goods (CPG) brands. With over 25 years experience working with the world's top CPG brands, like PepsiCo, we know a thing or two when it comes to CPG promotions. In this article we will breakdown our top three tips to running a successful online sweepstakes for CPG brands.
Online Sweepstakes Tip #1: Creative Packaging
The first sweepstakes tip for CPG brands is to use packaging to your advantage. Since CPG brands have the option of creating sweepstakes advertising on the packaging itself, it can be an important route to gain online sweepstakes attention. Other advertising options, like social media ads, google ads, billboards, and even in-store displays are all great tools, but advertising for the sweepstakes on the product itself makes it that much easier for consumers to be informed about the sweepstakes and how to enter/win.
One CPG promotion that relies heavily on packaging creative to increase engagement is the Lays Smile to Win instant win/sweepstakes promotion. In this promotion, Lays Canada created special packaging featuring smiling faces at the top of their bags and a banner with promotion information near the bottom of the bag. The smiles at the top of the packaging served an important role in grabbing consumers' attention, with its very different look from the traditional lays packaging ensuring consumers couldn't miss it.
Online Sweepstakes Tip #2: Codes
The second advantage to running an online sweepstakes for CPG brands is the use of on-pack or in-pack codes. Codes have been used for decades in sweepstakes marketing. Typically seen as under the cap (UTC) codes or on game pieces (like fountain drinks at QSRs), unique codes can be a huge tool to increase program participation, sales, and data tracking for the program. By adding codes to packaging, so much more data is available for brands to use in future campaigns vs a strictly online sweepstakes entry. In unique code programs, data can be broken down by SKU, location, retailer, and so much more.
This year, we worked with Pepsi Canada to create UTC codes for its exciting Pepsi Hockey’s Back Contest. With this instant win game/sweepstakes, Pepsi needed enticing consumer engagement that would raise awareness of their sponsorship with the NHL. The “Pepsi Hockey’s Back Contest” was the perfect promotion to bring excitement to Pepsi and NHL fans all across Canada. With UTC codes, Fans could find the on-pack codes on specially marked Pepsi products, seamlessly enter the codes on the promotion’s microsite, and have a chance at receiving an instant prize PLUS an entry to the grand prize sweepstakes.
Online Sweepstakes Tip #3: Partnerships
Our final tip for CPG online sweepstakes is to partner with another brand. Brand partnerships are very effective at increasing engagement and awareness for sweepstakes. Before partnering with a brand there is an important consideration you should make; Will that brand’s audience be interested in your brand or products? This is an important question because increasing your reach with a partnership may not be as meaningful if their audience won’t be interested in your brand. As always there are exceptions, so make sure to use your best judgment and do what is right for your brand.
The recent DEW & Doritos Call of Duty campaign is an excellent example of how CPG brands can partner with another brand to increase their promotions success. With numerous gamers anticipating the release of Call of Duty: Black Ops Cold War, the MTN DEW and Doritos brands could engage with consumers and highlight their Activision partnership by giving fans 2XP with every code (up to 1hr each day), and a chance to win 2XP for a year with the first code entered daily. In addition, Canadian consumers have a chance to win a brand new PS5 console each day!
These three online sweepstakes tips are just a starting point for CPG brands. We hope that these three tips inspired your CPG brand to create an engaging and exciting sweepstakes for your consumer. Need help to Identify your program strategy, or with Development, Execution or Analysis? Our experts are here to discuss your Big IDEA and answer your questions.