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Weetabix ‘Search for your share of £1m’ sales promotion

Weetabix ‘Search for your share of £1m’ sales promotion

Background

The Weetabix Food Company launched its ‘Search for your share of £1m’ giveaway last September, offering consumers the chance to win cash prizes ranging from £10 up to £100,000 with an on-pack promotion across its key cereal brands.

The giveaway, developed with marketing communications agency Dialogue141, appeared on packs of Weetabix, Weetabix Bitesize, Weetabix Minis, Oatibix, Ready Brek and Weetos.

The prize pool was £1m.

Challenge

2009 was a highly-competitive year fraught with price promotional activity across every category. Even the Weetabix range of ‘family favourite’ brands was under pressure with price-sensitive shoppers being lured by the appeal of cheaper, own-label alternatives.

Dialogue141 was tasked with injecting some excitement back into the brand range and category with a promotion that would deliver a tangible, relevant POD to drive trial/retrial penetration and ROS.

Strategy and implementation

Google Maps captured the nation’s interest with the launch of Google Street View in the UK in early 2009, so Dialogue141 seized the moment and developed a ‘search’-themed promotion that offered cash rewards to excite economy-conscious shoppers – a treasure hunt to win a share of £1m.

Bold and colourful on-pack creative treatments across packs, digital and trade amplification drove engagement. Consumers opened their packs to reveal secret GPS-type co-ordinates, which when entered on the promotional microsite weetabixonemillion.com took them to one of 16 locations in ‘Weetabix World’ to find hidden fortunes.

Weetabix World featured a beach, mountains, riverside and urban scenes created by specialist illustrators to excite consumers and complement brand values. The site asked visitors to click and find where the money was hidden in each scene. If they found the cash, it was theirs to keep.

The scale of the amplification was considerable, with 20-pack SKUs across nine individual brands of the Weetabix family, including Weetabix, Ready brek and Oatibix.

Results

The level of reach provided by exposure across 16 million packs was significant. But success in terms of impact was evident with more than 750,000 hits received on weetabixonemillion.com – more than 65 per cent of which were unique visitors.

Marketing and national press, radio and online blog coverage was rich and sales performance was very positive.

AJR
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