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Buy, Snap, Discover, Win!
Häagen-Dazs partnered with Brandmovers to create a nationwide instant win & sweepstakes promotion to celebrate the brand’s 60th birthday, delivering surprise & delight experiences for customers all summer long while also helping to drive brand loyalty, consumer engagement, and retail gains.
How It Works
From June-September consumers could purchase Special Edition Häagen-Dazs Ice Cream products printed with a birthday design featuring surprise Snapcodes. Using the Snapchat app on their phones to scan the code gave customers access to a special VR ice cream experience and a promotional microsite where they entered to win one of many daily prizes such as an Apple Watch, $250 gift cards, and more. All entries were collected for a Grand Prize drawing at the end of the promotion, and even non-instant winners still received a surprise “birthday gift” of one $1-off coupon.
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Results
The promotion successfully drove consumer engagement, receiving an average of 12k entries a day during the promotion and earning 1.4 million entries total. There were 257,000+ unique registered users to the microsite, most of whom were highly engaged and returned multiple times to enter.
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