Raising Cane’s partnered with MRI to manage the production of high value game pieces and build the promotion website for their 2016 collect and win game. Cane’s wanted to run their largest and most complex promotion ever with MRI producing and seeding more prizes than ever before. They also wanted a highly responsive and engaging website that would leave consumers with a strong positive experience with the brand.
Customers who bought food at their local Raising Cane’s restaurant would receive a peel off sticker with multiple game pieces attached to their cup. With every game piece the consumer would receive a collect and win letter and either an instant win prize or bonus code which they could enter on the website, www.raisingcanes.com/peel for a chance to win additional prizes. Each collect and win letter had an 8-digit unique code tied to it that consumers could use to digitally track the letters they had collected.
MRI managed the entire game piece creation process; providing feedback and helping to finalize the layout, calculating odds, approving color and testing the game pieces to prevent any security or print issues. MRI also witnessed the production of every high value game piece; inspecting all game piece legal copy to make sure there were no errors, reviewing the game piece artwork and verifying print quality and consistency throughout the production run. MRI also saw to it that every high value game piece made it to market and was in charge of seeding the highest value game pieces into production during the promotion.
MRI worked with Raising Cane’s to plan the layout of the website and ensure it would deliver an excellent consumer experience. The MRI digital team created a virtual game board where consumers could track the game pieces they had collected, an online bonus game play page where bonus codes could be entered for the chance to spin a wheel and win cool prizes, and an account page that kept track of each user’s gameplay history and the prizes they had won. The production team conducted several rounds of testing to confirm the site was secure, functioning properly and free of programming errors.
The Peel the Love promotion succeeded in creating consumer excitement and encouraging brand engagement during the promotion’s run. There were a total of 259,441 unique website users, 603,427 total gameplays online, 549,870 collect and win entries entered and 15,000 prizes that were won and fulfilled by MRI. Raising Cane’s reported an increase in sales for the months that the promotion was in market and has run a collect and win promotion with MRI every year since its inception.