Sport Beans Focus Bike Sweepstakes

Challenge:

As Jelly Belly continues their successful foray into the energy supplement arena with their Sport Beans product line, they needed a way to gather valuable consumer data from their target market.  They settled on a product sampling program aimed at competitors of triathlons, road, and bike races across the US during spring/summer/fall of 2010.

Solution:

Jelly Belly asked MRI to help them develop this interactive promotion. Together we developed a sweepstakes with an instant win game overlay.  Consumers at racing events would be handed product samples with a unique code on pack and directions to go online to enter for their chance to win.  Each registrant was given an entry into the sweepstakes, and each unique code on-pack was also worth a sweepstakes entry.  In addition, consumers could return daily to enter an instant win game for hundreds of different prizes.

 Marketing Resources:

Developed rules and registered and bonded sweepstakes in applicable states. Developed the instant win game engine, created the prize distribution plan and tested and hosted promotional website. Conducted Sweepstakes drawing, validated winners, supplied 1099 tax documents to Grand Prize winner and fulfilled the Grand Prize.

 Results:

With little to no promotion other than product sampling, Jelly Belly was able to obtain consumer data from almost 13,000 people with more than 4 months still remaining in the promotion.  In addition, survey questions contained in the entry portion of the website will result in additional data mining for Jelly Belly, helping them sharpen the focus of their future marketing initiatives.