PROJECT DESCRIPTION: Sparkling Ice wanted to highlight every day home town heroes and engage their fan base by creating a contest that allowed entrants to nominate someone they feel is a hero in their community by submitting an essay or video. The contest resulted in 3 finalists that transitioned to a sweepstakes where entrants could vote daily for their favorite hero. Because the contest started as COVID hit the U.S., it was the perfect opportunity to show appreciation and surprise nominated heroes who are frontline workers with $500 and a manufacture coupon.
OBJECTIVE: Create a feel good promotion with a lot of opportunity to drive consumer engagement. To entice contest entries, cash prizes for both the hero and nominator were offered and each nomination received free points in the brands loyalty program. During the sweepstakes voting period, entrants could vote once per day and each vote was a chance to win a digital prepaid card.