A large manufacturer and distributor of residential furniture was looking for new ways to build its brand, as well as understand and engage its customers in the U.S. and Canada. The marketing team decided on an instant win promotion awarding 1,000 digital coffee gift cards, and a $10,000 shopping spree for one grand prize winner.
The strategy was particularly attractive because instant win games are broadly appealing and typically target actual end-users of the product. This promotion would allow the brand to build more effective strategies to reach its desired audiences.
Ensuring Compliance and Fraud Prevention for an Instant Win Game
Arrowhead designed and hosted the application shoppers accessed through a QR code, allowing the brand to capture basic contact information with the shopper’s consent. Once the customer entered their information, they found out immediately if they were a winner.
As with all promotions, legal compliance is a key – and because this instant win game included a shopping spree at a physical location, terms and conditions needed to be carefully scrutinized. Contest sponsors can’t require winners to take on unusual costs just to claim their prize.
Arrowhead advised the client on risks associated with this legal obligation and how those risks could be offset. That included ensuring the contest wasn’t advertised in any location where our client didn’t have a physical presence, so that no winner would have to pay for travel to claim their shopping spree.
Fraud, “friendly” or otherwise non-target entries, is another consideration in promotions that are so widely appealing. This promotion allowed for a single entry per person. Arrowhead’s technology was able to identify and remove entries from people trying to submit multiple entries.
Exceeding Expectations with an Instant Win Promotion Built to Handle the Crowd
The contest generated huge shopper engagement with millions of responses, 400% higher than the client anticipated. Out of those responses, Arrowhead verified more than a million valid entries. Our application was able to handle the high volume of traffic, ensuring a smooth experience for shoppers. Arrowhead managed the notification of all the winners, as well as winner fulfillment. From the client’s point of view, the promotion overdelivered – not only with the excitement it created for shoppers, but with the amount of information the client was able to capture to understand and serve its customers more effectively.
