Sweepstakes Program Example

Prompted by a recent question from Kelly Ives about SRG's experience with executing sweepstakes/contests/promotions for our clients (or partnering with a third party who executes promotions), here is a quick example of a sweepstakes program SRG executed for Almond Board of California:

Program Name: Shecky's Girls' Night Out Sweepstakes

Situation: we needed a way measure/quantify the effectiveness of a sampling program

Solution: along with the almond samples we distributed, we included almond snacking tips, portion size messaging, and an invitation to participate in a survey to be entered to win a prize

Execution:

• Recipients were directed to a landing page, and upon completing a short survey of questions about our promotion, they could enter the sweepstakes
• Link to the survey was posted on the official event website
• Reminder email was sent to all event attendees with a link to the survey/sweeps
• As an added bonus, we gave survey respondents the option to send a free almond tin to a friend. Those recipients were also invited to participate in the sweepstakes
• Three months after the initial survey/sweeps, we executed an additional survey/sweeps to measure changes in behavior and attitudes

SRG deliverables:

• Copy, design and production management of almond sample package (including survey/sweeps invite)
• Copy, design, development and management of survey/sweeps email and landing page
• Wrote survey questionnaire and analyzed/reported results
• Wrote official rules and worked with a legal representative to assure compliance
• Selected sweepstakes winners and fulfilled prizes
• Managed fulfillment of "send-to-a-friend" tins

Results:

• Percentage of respondents able to recall the correct portion size for almonds increased by 44 percentage points (from the initial survey to the follow-up survey)
• 90% of respondents reported they learned something new about almonds as a result of receiving our samples and messaging
• Client decided to pursue an extended sampling program based on the measurement results!

Full report of the results and copy of the sweepstakes Official Rules can be downloaded using this link:
http://my.srg.com/sparkfiles/SheckysExample.zip

"Pro-Snacker" Campaign Performance

Stellar performance from recent Almond Board campaign! After seeing strong results during Jan-Feb 2010 (TV and online ads), ABC elected to invest additional dollars and extend the "Pro-Snacker" campaign. The online ads continued to run within targeted content on CBSSports.com and ESPN.com for the months of May and June, and a high-impact print placement was added to the mix. Three consecutive 1/3 page (aka sidebars) ran in the June issue of Men's Health followed by a customized version of one of the existing full page ads.

Here are a few highlights; full performance report can be downloaded and viewed here.

ONLINE

• Overall CTR increased from 0.22% to 0.57% (Jan/Feb to May/June)
• Unique interaction rate increased from 3.53% to 7.36%
• Pre-roll video placements continued to be the strongest overall performers; CTR on individual placements was as high as 1.29%

http://devlinux.srg.com/ABC/ALM_090472/

PRINT

• Of 61 advertisements in the June issue of Men’s Health, the Pro-Snacker ad series ranked 1st overall with 76% of respondents reporting taking action, or intending to take action, as a direct result of seeing the ABC ad. (Issue norm 52%)

Campaign landing page: www.AlmondBoard.com/ProSnacker