Summer of Luck promotion
How do we engage consumers at out of home experiences like festivals?
A scratchcard mechanic, delivered digitally meant hungry festival goers could and would partake in the promotion.
By giving away promotional cards, with every pie purchased at Glastonbury, we were able to spot reward consumers there and then with relevant and timely prizes.
What started as a simple in-pack ‘scratchcard’ idea evolved into a digital activated promotion. ‘The Summer of Luck’ used Activation’s ‘Winning moment’ mechanic and code entry platform, with 15 prizes per day to be won over the 100 days. Each card also had a 50p or €0.50 off coupon so in that sense everyone was a winner!
The campaign website was built on our in-house platform [ProMotor] specifically built to support proof of purchase (code entry) on-pack promotions.
Jon Simon, Managing Director at Pieminister said ‘When Activation suggested they could ‘digitise’ our campaign, we saw the benefits immediately. It’s now a wonderful cross-platform activity, which is a first for us, and also means we can connect with our pie fans wherever they are, at a festival, in a store, just about anywhere!