To drive sales of ice cream treats during the summer season, Unilever launched a text-to-win sweepstake. Consumers who purchase any Good Humor or Unilever brand ice cream treats at 7-11 can submit pictures of their receipt via MMS message. Upon validation, consumers receive a chance to win a collection of different prizes including MLB tickets and theme park tickets.

Goals:

  • Drive initial sales and repeat purchases of Good Humor and Unilever products.
  • Drive retail sales, product placement, and market share.
  • Gain shopper knowledge from receipt uploads.

Tactics:

  • Receipt Validation: Shoppers who purchase qualifying products submit the receipt on a microsite.
  • Rewards: Incentivize participation, engagement, and sharing by rewarding consumers with MLB tickets, theme park tickets, and a variety of prizes.

Program run date: May 10, 2016, to September 9, 2016.

 

REQUEST A DEMO