Coors Light Yard Card Game

Client:
  The Integer Group
Sponsor:
  Applebee's, MillerCoors, NFLShops.com
Dates:
  September 1st, 2010 – March 15th, 2011

DESCRIPTION

This is a modified collect and win game with an Instant Win component.

Visit one of the 1,401 Applebee's nationally and receive a Coors Lite Yard Card game piece which will contain a GAME code. The card directs consumers online to enter their Game Code to see if they are an instant winner. For those game codes that are not instant winners, contestants will be awarded yards (points) which are accumulated into an account. Yards can  then be redeemed online at NFLshops.com for discounts towards merchandise.

An SMS entry method was also developed so contestants could text their game codes to determine if they were a winner. After 5 texts, contestants were forced to link an online account with SMS entries.

CLIENT OBJECTIVES

  • Drive traffic to Applebee's locations
  • Sell more Applebee's & Coors products
  • Collect demographic information
  • Build a database
  • Compliment the Co-Op partnership between all sponsors
  • Drive Product sales at NFLshops.com

SCA RESPONSIBILITIES

  • Designed promotion concept
  • Integrated various partner sites
  • Print management and Coordination
  • Develop contest micro-sites
  • Game Code generation and validation
  • Integrated SMS component
  • Rules and Bonding
  • Client support
  • Contest Management & Operation

ADDITIONAL DETAILS

For Yards redemption, contestants are able to hit a redeem button and asked how many yards they would like to redeem. They are then emailed a unique PIN which is valid on NFLshops.com for discounts.

1,401 Locations were included with 7 million game cards printed and coordinated.

A separate version of the contest was designed  and operated for California to accomodate state rules.


CLIENT FEEDBACK

The MillerCoors folks and the individuals at Applebee’s I speak to believe [this] is one of the best programs they’ve ever seen. The cards do in fact drive repeat visits/purchases and the program is incredibly simple to execute.

I personally thinks it’s one of the most effective and unique promotions I’ve seen in the on-premise channel. I’m pleased with the participation of the guests and more so the participation of the Applebee’s franchise system. [This contest] is hands down the largest “take" of any national program [we have run].

                                                                                                                          - MillerCoors

PRIZES

Instant Win Prize: $125 Credit at NFLshops.com (NFL Jersey)

5 Redemption levels ($5-75) for Yards which are accumulated in accounts for discounts at NFLshops.com


Email Promotion Details