Thinking about running your own
competition or promotion?
Check out just a few of the competitions and promotions we’ve run for brands including Unilever, Lion and Diageo.
Australia’s Largest Liquor Promo Lifts Category Sales by 5%
Traction Digital collaborated with Lion to re-engage existing customers and reach a new audience. Traction Digital’s main focus was to develop efficient and effective digital solutions to deliver the best consumer journey and meet key metrics for Lion’s XXXX GOLD brand. XXXX GOLD maintained its position as market leader and saw a 5% increase in category sales over the busy summer period in comparison to the same period the previous year. XXXX GOLD contributed to the beer category with the market growing at 3.5% in quarter.
Making it personal with Marmite
Traction has been Unilever’s marketing automation partner for over a decade, and consistently delivers a high level of local support across a range of campaigns. Personalisation is a bedrock of what Traction offers. Our team proposed a practical solution to support the strategic aims of this Unilever-Marmite personalisation campaign. The campaign ran for 21 days and received 105,888 entries. This meant the Traction platform processed 210 personalised label orders per hour for 3 weeks straight.
Behind the scenes of a National Lottery competition
The National Lottery wanted to reward and thank players for playing the game. They also wanted to convert offline players to enter and pay online. Traction was known to Camelot Group through existing partner agencies, with our reputation for quick turnaround of excellent work. We executed the campaign in under 5 working weeks. The ‘Lotto Treats’ competition received over 125,000 entries in the 10 days it was open to the public, with a peak volume of 5,400 entries per hour.
Yves Saint Laurent Fusion Ink Foundation
Connecting their existing email database and strong in-store customer experience, Yves Saint Laurent reached out to their email database about Fusion Ink with a free 7 day sample redeemable in store.
Subscribers that signed up for the sample then received a tailored follow up email when the samples were ready to pick up in store.
Making it personal with Marmite
This Mother’s Day promotion built for Salt & Pepper brings traditionally “offline” TV audiences online. The promotion connects Salt & Pepper’s paid TV presence on Studio 10 with the brand’s owned database for ongoing marketing and consumer engagement. Entrants can win a $1000 shopping spree by saying why their Mum is the best, stoking emotional engagement with the brand. The winner will be announced live during the show.
A Facebook sign in not only streamlines entry for those with public profiles (reducing the number of form fields that need to be filled in), but also collects other public profile data, helping enrich Salt & Pepper’s database in addition to growing it.
Flora ProActiv Cholesterol lowering starter kit
Opening up direct mail as a channel for consumers to engage with you can expand your marketing opportunities. Not only do you get location data, you also provide something tangible that leaves a physical presence in their home. Combine that opt-in with email and you double your points of engagement, combining tangibility with right time messaging. Flora UK’s Cholesterol Lowering Starter Kit contains valuable advice and information and incentives to buy Flora. Traction Digital automated a series of helpful emails to continue the customer experience once the kit had been received.
Vodka Cruiser Originals
Vodka Cruiser’s Originals promotion gives their customers and fans a voice in their product decision making, spurring online engagement and awareness for future sales of an Originals limited edition flavour. The online promotion also collects postcode data that would be useful to help decide where to focus their next sales promotion effort. The online entry form is also device dependent to streamline entry. Entries from desktop are redirected to the Facebook version of the form, encouraging another touch point with the brand. However, since Facebook doesn’t support page apps on mobile, entries from smartphones are directed to a mobile-friendly form.
Surf Flirty Shades of Grey launch
To highlight Surf’s new “Flirty Shades of Grey” fragrance while acquiring new Surf subscribers at the same time, HeyHuman worked with Traction Digital to turn branding into customer acquisition with an email-based Send to Friend promotion. Entrants could win prizes like helicopter ride for two when they sent a personalised video “Flirt-o-gram” to a friend. The videos and the prize created an irresistible, humorous incentive to join the Surf database and grow Surf’s eCRM, all while showcasing and launching a new product.
Woodstock Daytona Florida USA
For the next 2 years Woodstock are the Official Bourbon supplier of the V8 Supercars. Their desire to further foster relationships with their trade customers and their end consumer is a key pillar of their brand strategy. To help them maximise consumer engagement with the sponsorship, we built a grand prize promotion that will build Woodstock’s consumer database and helped drive sales at key retail outlets, both online and offline.
Pepsi Score a Century - Cricket World Cup 2015
A sales promotion is a great way to ensure business value (not just marketing value) from sponsorship. In this case, it was Pepsi’s sponsorship of the Cricket World Cup 2015. Traction Digital built this trade promotion to drive repeat sales at participating Caltex stores – entrants had to purchase two soft drinks and enter a unique code to be in to win $100 every hour.
Amplimesh Giveaway & Leader board
To drive sales in the lead up to summer, Traction Digital built a custom competition mechanic that incentivised both customers and dealers of Amplimesh® Security Screens. For customers, each purchase gained one entry to win a choice of three major prizes as well as smaller monthly prizes, with extra entries awarded for bigger spends, or speedy job confirmations. To incentivise the dealers, an online internal leader board was created, showing entry numbers by state and individual dealer. The leader board stirs up some friendly competition between dealers to help maximise the reach of the promotion.
Woodstock BWS Tasmania Trade Promotion
For the next 2 years Woodstock are the Official Bourbon supplier of the V8 Supercars. Their desire to further foster relationships with their trade customers (in this instance, BWS) and increase engagement with bourbon drinkers (end consumer) is a key pillar of their brand strategy. To help them do this cost-effectively, we built a promotion that helped 33 Tasmanian stores engage with local bourbon lovers at a store level. Each store has its own Woodstock cooler to give away, giving store owners greater incentive to promote Woodstock’s promotion. Every entry also captures consumer data to build Woodstock’s consumer database.
XXXX Summer Bright Lager (Lion)
To drive seasonal sales for XXXX’s Summer Bright Lager, Traction Digital helped develop the mechanics for a custom built competition with Lion’s agencies The White Agency and Momentum. To tie the competition to sales, entrants purchased a specially marked pack to obtain a unique code for entry. From there all the entrant needed to do was submit their favourite Instagram image to feature on their t-shirt. Traction Digital made sure the entries were technically validated while Lion ensured the images passed their criteria.
The Traction platform also captured entrants’ contact details for long term engagement. Automated notification emails were sent to entrants and winners, and each entrant could opt in to be the first to know about future promotions. The prizes also provide ongoing promotional stories that winners can tell about the brand.
Peperami - Fanimal on pack giveaway
To tap into summer snacking opportunities, Peperami relaunched the Fanimal promotion following its previous success at lifting sales by 175%. To help Peperami turbo charge their growth, Traction Digital produced the simple text-to-win mechanic to distribute the 1000 shouting football mascot prizes up for grabs each day over two months. To claim a prize, Peperami fans had to text in a generic code printed on pack. Entrants were immediately notified if they had won or not by SMS. Each entrant was limited to winning one prize a day, and if they won, they simply claimed their prize online with a unique code.
Jacob's Creek Australian Open
Sponsorships are often presented as a branding opportunity, but Pernod Ricard turned to Traction Digital to achieve a more concrete customer acquisition outcome too. Rising to the challenge of completing the promotion in two weeks over the Christmas holidays, the Traction Digital team designed and built a customer acquisition promotion that captured thousands of Australian Open attendees. Instead of just enjoying Jacob’s Creek on the day, attendees opted in for future long term engagement.
Magnum Infinity - Designer Handbag Everyday
Traction Digital worked in partnership with Unilever’s agency Billington Cartmel to deliver this SMS on-pack campaign. Billington Cartmel took care of all on pack, above the line and web creative as well as managing promotional advertising. Traction Digital provided promotion mechanic and integration consulting; custom SMS function development; triggered emails for redemption purposes; data capture for all prize fulfilment and reporting. We also happily rose to the challenge of unique entry code validation – there were over 70 million of them!
Woodstock – Share 100k
To incentivise Woodstock buyers to share their enthusiasm for the brand with their friends, Traction Digital worked with Woodstock’s creative agency to develop the Share 100k on-pack promotion. Each Woodstock purchase included a unique code which could be redeemed online to enter the draw to win $100k to share with 2-10 nominated friends. Each friend would receive an email asking if they wanted to receive a share of the spoils. Along the way the entry forms for both the original entrant and their friends also helped add new subscribers to the Woodstock database for future communications. Friends could also then share their involvement in the promotion to their Facebook wall. However, the most powerful part of this campaign was that sharing was incentivised, which amplified the number of positive brand connections made. The use of unique codes also ensured each entry was directly tied back to sales.
Budweiser FIFA World Cup
Toohey's Extra Dry - The Big Button
This complicated project involved the client and four different agencies including Traction Digital. The promotion accepted entries from SMS and webform, had four tiers of prizes with different types of winner determination for each prize tier, and unique claim codes assigned to each prize. For follow up there was a targeted email and SMS with personalised content depending on prize tier. Two different fulfilment agencies pulled information from Traction platform through integration. This promotion has had an incredible response, with over 100,000 unique customers engaging. The brand also added 36,000 new subscribers to their email database to engage with when they run their next competition.
James Boag's - Melbourne Cup Exprience
In celebration of the 2013 Melbourne Cup James Boag’s hosted a promotion for its consumers that was relevant, fun and easy to enter. Entrants were required to live in Victoria, and were encouraged to SMS in their entries after purchasing James Boag’s from participating Victorian retailers. The prize was a money can’t buy Melbourne Cup experience of a lifetime – perfect for any Victorian. The promotion was run over October with the winner being drawn at the end of the month. All entrants were sent reply SMS noting whether their entry had the right information included, so that they could rectify it where necessary. Traction Digital’s role was to make this all possible – Setting up the SMS automation responses and the mechanic to receive the entries as well as to draw the winner and report on the successes of the promotion.
PG Tips – Big Flavour Burst
To engage UK consumers about PG Tips’ new range of fruity and herbal teas, Traction Digital worked collaboratively with several of Unilever UK’s agencies on their Big Flavour Burst Facebook app and game. To be in to win the grand prize fruit spa experience or one of 100 daily sample packs, entrants had to score over 350 points in the candy-crush style game showcasing the key flavours in the teas. This became an effective way to reward highly engaged consumers, who could also then opt in to their preferred methods of future contact with PG Tips and other relevant Unilever UK brands.
Lion - Catch of the Day (XXXX)
We worked closely with the agencies, Below and Beyond and The White Agency on the latest XXXX Gold promotion Catch of the Day. The promotion mechanics were custom built by Traction Digital, with two entry points: SMS and web. Entries had to purchase a carton of XXXX Gold to receive an unique code and be a Queensland resident. There were 6 instant prizes per day and two grand prize draws. A claim code redeem function was used – SMSs were sent to winners directing them to a web form to redeem their prize.
Tooheys New - Cash Card
As one of Lion’s popular beer brands, Tooheys New are always looking for ways to reward customer loyalty and maintain sales growth. Traction Digital is able to run competitions directly tied to purchases. In this case the entry mechanic was simple: purchase Tooheys New and check inside the pack to see if you have won a $20 cash card instantly. However, to reward the truly engaged (and add super-loyal fans to their email program), Tooheys New offered a chance to win 1 of 3 $5000 cash prize to entrants that entered a unique code on the beer cartons through an online web form. Traction is also developing a back-end customisation for the Facebook “like” counter to further reward extra engagement. Every entrant who “likes” the Tooheys New facebook page receives an additional entry into the competition. The mechanic will work the same for “unlikes” where the customer will have an entry deducted.
PG Tips - Cuppa Club
Traction Digital worked in partnership with Unilever’s agencies, Iris London and Hive Online, to deliver the PG Tips Cuppa Club campaign. Hive Online provided a proprietary application already developed to handle the management of the promotion registrations, point redemption, point aggregation and prize allocations, whilst Iris London was the creative agency. Traction Digital provided consultancy on integration and the promotion mechanic; the set-up of email broadcasting and triggered email messaging based upon the user activity within the rewards application; and managed data capture for all prize fulfilment.
Traction Digital worked in partnership with The White Agency for this Facebook-based campaign; the premise of which sees customers buy two specially selected Lion beer brands, then enter the two unique codes online at the Tap Kingdom Facebook page in order to receive a badge which they can proudly display on their own beer tap. The customer journey and engagement continues further with a personalised email follow-up 21 days after entry. The main objective here for Lion was to engage with and better understand their Tap King customer base, whilst raising brand awareness.
The Highway - Win a Year’s supply of Crown Lager
The Palmer Hospitality Group had an old and dusty database that they wanted to reengage with. To reconnect with their target market via social media, they ran monthly competitions with promoting partners and suppliers. To complement their ‘in store’ promotions, The Palmer Hospitality Group use Traction to send personalised emails to their database for The Highway pub, driving website traffic and Facebook growth. The competitions consist of a ‘Like’-gated page, entry form and confirmation page with a customised ‘Share’ button. Entrants simply enter their contact details for a chance to win, allowing ongoing contact with customers to keep their pub and restaurant top of mind.
Sure - F1 Wilkinsons SMS Promotion
To celebrate the 2013 Formula 1 Santander British Grand Prix, the Suremen brand offered entrants the opportunity to win a pair of exclusive 3-day passes to the event by purchasing a pack of Suremen deodorant and texting in the last 4 digits of the barcode along with their details. Entrants were then entered into a grand prize draw and 5 lucky winners were picked. Again, Traction Digital successfully delivered the entire project from the SMS provisioning, initial set up and overall management of the promotion, including data capture and reporting.
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