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SoBe No Fear (On Pack Unique Code Promotion)

Challenge

SoBe wanted to promote brand awareness and increase sales of the No Fear Regular and Sugar Free energy drink.

Solution

The “SoBe No Fear Drink with Drive Sweepstakes” promotion, consisting of an online based code program with hourly prizes, weekly and monthly sweepstakes as well as one Grand Prize sweepstakes drawing. Consumers were to be reached and receive codes through several methods, including on-can, in 4-pack, email blasts, and scratch card handouts.

Details

MRI was responsible for managing security for all aspects of the unique code game pieces. MRI prepared approximately 181 million unique codes, managing the code audit, programming, data processing, print file planning, development, generation and distribution. Project Managers from MRI oversaw all print production startups on-site, reviewing print quality standards and code validity.

Results

The promotion successfully drove consumers to the SOBENOFEAR.com website and resulted in all prizes being awarded. SoBe was able to exceed the bottler order forecasts for promotional product. The success of this promotion has led to the No Fear brand running a similar program in 2009, managed by MRI.
 
 
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