Game on! Pepsi and Frito-Lay are giving football fans some digital entertainment through specially marked packages of beverages and snacks.
Customers who purchase the products can use their Snapchat app to snap an on-pack code that randomly assigns them an NFL team, just as the season is about to get underway.
If that team wins a specific game that week, the player wins a variety of rewards, thus the campaign name, “They Win. You Score.” Prize partners include Papa John’s, Fathead, EA Sports and ESPN Magazine. Each player is also entered into a weekly drawing for grand prizes like season tickets, Super Bowl tickets and other NFL experiences.
“The rise of off-the-field games have taken the NFL viewing experience to the next level—and gamified it,” Christina Clarke, senior director of marketing, Frito-Lay, says. “But snacking is also a huge part of the viewing experience, so we wanted to join the two and offer an engaging gamified digital program.”
The digital gamification program lives entirely within the Snapchat platform. Once consumers snap the code and receive their team, they also unlock a Snapchat filter to share.
The program, which encourages repeat purchases, trial and loyalty, runs through Oct. 7, and will return again for the NFL playoffs in January. The participating products include, Frito-Lay products and 20 oz. bottles and 15-pack 7.5 oz. mini-cans of Pepsi.
Colloquy recently released a list of 6 tips if you plan to use gamification as part of a promotion or loyalty program:
1. Become a storyteller Create a story around the campaign and your brand, and devise an online marketing plan around the story.
2. Don’t forget the app Integrate the concept into your existing app or build a special one dedicated to the loyalty program.
3. Build a new reality Adding virtual reality and augmented reality elements can add thrills.
4. Add a competitive edge Create online contests that offer interesting prizes to build awareness and traffic.
5. Conquer the digital universe Use campaign-specific hashtags, feature paid ads on social media channels, and engage community managers to start and moderate conversations and multiply the value of your message.
6. Don’t forget the human experience While you’re busy creating a great digital experience, don’t forget to make sure the physical components of your campaign are connected, exciting and easy to use.