Jelly Belly Cupcake Challenge

Challenge

Jelly Belly needed a way to capitalize on their new relationship with Karen Tack and Alan Richardson, authors of "Hello Cupcake!" and "What's New, Cupcake?" Tack and Richardson often used Jelly Belly's beans in their cupcake creations. Jelly Belly wanted to increase their presence on Facebook, a key marketing initiative for them heading into 2011. They also wanted to build a destination online for cupcake enthusiasts to go and share recipes and inspiration using Jelly Belly product.

Solution

They contacted MRI to help them develop a website that included a contest and an instant win game. Consumers who visited http://jbcupcakechallenge.com and registered had a chance to upload their recipes along with an image of their creation for a chance to win $10,000. They could also play an interactive "oven" instant win game to win thousands of great prizes.

Marketing Resources

Developed rules, registered and maintained PO boxes for winners list and rules requests. Developed and executed a seed plan for the instant win prizes. Programmed, coded and hosted website and database using client-supplied creative. Website also gave Jelly Belly officials the ability to view and validate submissions for appropriate content prior to posting them for public viewing. Provided the flash animation for the instant win game. Provided customer support, validated winners, fulfilled prizes, sent out 1099s.

Results