EA Sports launched the Madden promotion with Snickers Bars exclusively at Walmart Stores, and  3 tier logic created the Play the Playmaker microsite. SNAP3, our advanced technology for receipt validation was used to process the receipts and PLATFORM3, our omni-channel shopper marketing platform, was used to enable social sharing from the microsite, and a digital rewards management system and dashboard access to manage the campaign.

Goals:

  • Drive sales and pre-sales of EA Madden 2016 game on PS4 and X-Box.
  • Gain shopper knowledge from receipt uploads.
  • Offer digital rewards to gamers.

Tactics:

  • Receipt Validation: Shoppers who purchase both the game and the associated Snickers products can submit receipts using their cell phones.
  • Gamification: Shoppers will be entered into sweepstakes to win a collection of prizes including a chance to play the game against an NFL player.
  • Engage: Shoppers earn additional sweepstake entries for sharing on social media.
  • Reward: Incentivize participation, engagement, and sharing by rewarding consumers for interacting with EA and sharing their brand experiences with online.
  • Awareness: In-store promotional marketing material to support the campaign, advertising on national sweepstakes websites.

 

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