Case studies: Experience prizes
Examples of promotions using experience prizes.
Nestlé Maltesers
An in-store consumer promotion throughout Morrisons stores.
At point of sale consumers picked up a promotional leaflet, which they needed to complete and select which 'ultimate light moment' they would like to win, in order to enter into a free prize draw.
The varied prizes on offer inlcuded a flotation tank course, hang gliding course, hot air balloon trip and London helicopter tour.
HP
A consumer promotion where consumers purchasing a select range of HP digital products, at 'demonstrator days' over the Christmas period, were given an HP experience gift.
There were three gift packs available at £45, £95 and £160, which were awarded according to level of spend. Over 5,000 packs were awarded over the promotional period.
Canderel
This promotion was designed to drive trial of Canderel with a theme of 'indulgent and delicious'. The prizes had to capture the essence of 'feeling good about oneself'.
Consumers were directed to a bespoke website to enter a code (from the promotional pack) to see if they had won a free health and beauty treatment or personal shopping experience.
Cadbury's Wispa
This online promotion offered a range of ultimate 80s prizes to celebrate the re-launch of Wispa.
By registering online consumers could win a top prize based around ultimate 80s experiences:
- Be a maverick for a day and fly a jet
- Learn 80s moves with a dancer from the hit show Dirty Dancing
- 80s day off with a Ferrari experience
Supported by a range of runner-up prizes which included 80s kits, consisting of 80s DVDs, 80s puzzle cubes, Wispa mugs and Wispa sweatbands.
Some of these projects were run in partnership with an agency.