To drive sales of Champagne during the holiday period and beyond, Piper-Heidsieck launched a text-based gift with purchase program. Consumers who make a qualifying purchase of Piper-Heidsieck Champagne can submit a picture of their receipts via MMS message. Upon validation, consumers receive a movie ticket redemption code.

Goals:

  • Drive sales of Piper-Heidsieck Champagne.
  • Drive retail sales, product placement, and market share.
  • Gain shopper knowledge from receipt uploads.

Tactics:

  • Receipt Validation: Shoppers who purchase a qualifying product submit the receipt on a microsite.
  • Rewards: Incentivize participation, engagement, and sharing by rewarding consumers with a free movie ticket.

Program run date: September 1, 2016, to March 31, 2017.

 

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