Objective
To increase functionality and mitigate client risk by bringing standardization to Red Fuse’s sweepstakes activations for the client.
Execution
Red Fuse had historically managed sweepstakes in-house. They recognized that the executional complexity of sweepstakes with the client would require additional expertise. They engaged pep as a consultative partner for tactical recommendations and campaign execution.
Red Fuse's Role:
- Acting as the primary point of contact for the client, including approving all costs and issuing POs to pep
- Collaborating with the client to develop a strategy to drive customer acquisition
- Determining creative direction while aligning sweepstakes with the client’s messaging platform
- Working with the client to determine activation tactics and marketing mix to drive traffic and sweepstakes engagement
- Designing sweepstakes microsite as well as all activation tactics and supporting materials
- Approving prize offerings, values, winner frequency, and delivering all free product coupon prizes to pep for fulfillmen
pep's Role:
- Coordinating all supplier partners and providing accountability through the entire process
- Presenting various options to the client and showcasing best practices to help refine strategy
- Providing cost efficiencies such as utilizing template options and consolidating weekly drawings
- Developing rules, ensuring legal/regulatory compliance and offering legal counsel by reviewing all creative materials
- Programming HTML and implementation of technology for sweepstakes microsite
- Ongoing administration including winner selection and qualification, prize fulfillment, and weekly reporting
Results
Red Fuse delivered best-in-class strategy, messaging and creative
pep ensured efficient execution, cost optimization and legal/regulatory
Red Fuse and pep delivered:
- comprehensive sweeps support designed specifically to meet clients objectives
- 3 unique sweepstakes and instant win game activations in year 1
- To date, each has out-performed prior years' sweeps, with entries and opt-ins well above industry benchmarks