Scoring a Win with Consumer Engagement

Who doesn’t love a good recipe to serve at a tailgate? Frank’s RedHot used college football season to craft a campaign to drive consumer engagement with user-generated content highlighting its various sauces, all while ensuring sweepstakes and contest compliance. Recipes featured in videos and photos created by Frank’s RedHot fans were judged, featured online and in local and industry media outlets. The grand prize: a $20,000 “scholarship” announced by Frank’s RedHot “Dean of Tailgating.”

Compliance as the MVP for Sweepstakes Strategy

Core to the recipe for success for this campaign was the strategic guidance provided by Arrowhead. That included structuring the contest to align with industry best practices and to ensure compliance with legal terms and conditions. Arrowhead’s role also included bonding and registering with all applicable governing bodies, validating and scoring all entries, validating and confirming a winner, and paying out the prize money to the confirmed winner.

User-generated content brings its own set of challenges that Arrowhead’s team was well-positioned to tackle – laws regarding intellectual property. In the age of AI, it’s easy for consumers to grab the tools at hand, and those tools can violate IP laws.

Some IP violations are easy to spot – a logo in the background, or more commonly, the unauthorized use of music. With AI, the game is changing, and with this contest, Arrowhead found a significant number of entries were either AI-generated or incorporated some facet of AI to augment the submission.

Arrowhead relied on a combination of technology and our own expertise to identify AI-generated content.

Touchdown for Customers and the Client

The contest was a hit, with many valid entries within the first 48 hours after it was announced. The winner and his recipe are now featured within digital ads, and Frank’s RedHot has a compelling new way to connect with customers who are part of a community promoting the product, all while ensuring proper sweepstakes and contest compliance.