All in the Game
Despite increased sophistication in the delivery, execution and fulfillment of promotional games, contests and sweeps in 2004, marketers ranked this tactic as a lower budget priority. In 2003, 18.4% of brand executives put it in their top three, compared to 13.1% of participants in PROMO’s 2005 Industry Trends Report.
Simultaneous with that trend is an increased interest in interactive games delivered by Internet or cell phone. Brands can keep costs down — and consumers entertained — by bringing games to the Web.
“The Internet gives brands a lot more reach, with more people online either at home or at work,” explains Sheila Murphy Brian, VP-sales for Dallas-based SCA Promotions, Inc. “It’s also much more cost-effective because everything is digital.” That improves execution and reporting.
On-pack codes have become a popular driver to get consumers online or phoning. Pepsi-Cola Co. launched an under-the-cap sweeps in February 2004, offering 100 million free Apple iTune downloads. Though the program had a few problems (late deliveries of the special packages to retailers and then news that some consumers were simply tilting bottles to read the codes), Pepsi launched a bigger and better version in February 2005.
McDonald’s Corp. added an online overlay to its annual Monopoly-themed sweepstakes in 2004. Game pieces on drink cups and fry boxes carried a code that consumers entered at Playatmcd.com for a chance to win downloadable and offline prizes.
Also in February, sporting goods manufacturer Spalding launched a 13-week multi-channel sweepstakes in search of the Arena Football League’s Fan of the Year, integrating several of the league’s properties in the process.
“People talk about integration, and that is truly here now because of the Internet,” Brian says.
By bringing online sweeps to the retail level, Marnie Baker, VP of risk management for asterisk*, Chicago, says the discipline gained visibility. And by building up the low-end prize pool with instantly attainable downloads, Baker says the overall consumer satisfaction rate rose.
Baker says she doesn’t see the online phenomenon going away soon, thanks to the simplicity of execution and appeal of the games to consumers.
While the Internet has revived interest among marketers and consumers in game programs, it’s not all virtual. For example, Campbell Soup Co. targeted kids with a sweeps awarding a family trip to its Malibu, CA, “SouperStar Mansion.” Players visited mysoup.com to enter a code from their soup can. More than 406,000 enteries were received and its Chicken Noodle Soup baseline consumption jumped 5.1%. The sweeps, handled by Ryan Partnership and Campbell’s, was supported by TV, print and P-O-P.
Brian said outrageous games, contest and sweeps are still a trend, as consumers are amped for a shot at instant fame, a lifestyle-change and getting rich quickly.
An example: Frito-Lay offered a $50,000 college-savings account to the first parents to name their baby Horton, after its retired icon. Forty-nine families registered their babies, born between May 13-20, at Babyhorton.com for naming rights. Marketing Resources and Ketchum Entertainment Marketing handled.
A 2004 Gold PRO Awards winner, the Horton campaign drove sales up 5.9% to $338 million; market share rose 8%.
SNAPSHOT 2004
Fewer marketers gave games, contests and sweeps high budget priority in 2004
Interactive platforms keep costs down while entertaining
