Instant win promotions can be very useful for a business or brand. They are a way to increase engagement and channel customers to larger goals like conversions. However, to have the most impact, they need to be unique. Below are several examples from global brands that perfected the instant win.
Haagen-Dazs VR Experience
To celebrate its 60th birthday, ice cream brand Haagen-Dazs created a very modern experience, melding VR with an instant win giveaway. Their birthday products had surprise codes in them, which could be followed using the social media site Snapchat for a VR Ice Cream experience. This provided daily instant win prizes, from Apple Watches to gift cards.
Using mobile devices is an increasingly popular way of providing instant win experiences. As people tend to have a device on them all the time, using it to provide an instant win allows you to take them on a journey through the sales funnel. People also love using their devices in this manner. This is evident in the rising popularity of online instant win scratchcards. They provide all the thrills of a physical card, except done through a mobile device. The instant wins at Paddy’s are provided by a well-known operator, who has them in various entry price levels. Relatively new, they are not only desirable but have helped position the brand at the forefront of innovation.
The Weetabix House
Source: Unsplash
One of the greatest instant win marketing events was cereal brand Weetabix’s ‘House’ promotion. This was in the very early days of digital marketing when the online realm was more an addition to promoting a brand as opposed to a must-do. However, this promotion was so unique it would still hold up if repeated today.
The concept was that anyone who bought a pack of Weetabix was given a prize code. To find out if it was an instant win, they had to go online and visit the Weetabix House. This was a digital rendering, overlooked by a security guard. You gave him your code, and he decided if it was a prize winner and let you into the house. Once in, you could walk through its six rooms, choosing a prize from the 3,500 there, which totaled a £1 million prize pot.
Cadbury’s Creme Egg Hunt
While this one was an instant win, it did take some preparation from those taking part. It involved the seasonal Creme Eggs created by the chocolate company Cadburys. They hid twelve decorative eggs across the United Kingdom. People who bought Creme Eggs had to send in 12 wrappers to get a book of clues, and then hunt them down. When they found one, it was an instant win of sorts.
One of them was actually found by accident. This was actually a masterstroke, as it set off a chain reaction in newspapers that sent the country into a frenzy. It was so successful it has since been repeated in different formats, including a hunt for a white Creme Egg.
Instant wins may not work for all companies. However, for most products, they can provide a great way to showcase new products or highlight events. Speak with a marketing expert and start planning your instant win today.
