A multi-faceted on-pack promotion to stand out in the competitive season for the UK soft drinks sector
A.G. Barr (IRN-BRU)
Summer 2024
Food & Drink, Soft Drinks
Entry Management
Warehouse & Logistics
On-Pack Promotions
End-to-End Management
Prize Fulfilment
Winner Management
Customer Service Support
Executing expert prize fulfilment, legal, and digital to stand out in a highly competitive season for the UK soft drinks sector.
Entries over 9-weeks
Marketing opt-ins
Estimated "eyes-on" brand interactions
The brief was multifaceted. IRN-BRU wanted to reward loyal customers with desirable, exclusive merchandise; drive footfall conversion via in-store Point of Sale displays (POS); and capture a wealth of first-party data to support Customer Relationship Management (CRM) initiatives.
Summer is notoriously competitive in the UK FMCG and the soft drinks sector. In order to cut through the noise, drive rate-of-sale, and improve brand engagement, IRN-BRU required a standout activation.
Curate a bespoke summer-themed prize pool, branded with IRN-BRU’s iconic identity. Accommodate space for a large prize pool prior to and during the fulfilment process.
Bridge the gap between the physical retail space with digital that accommodates a frictionless entry journey. Make the process, from scanning the QR code to claiming their prizes as seamless as possible.
IRN-BRu necessitated security and compliance at every stage and step. We needed to navigate the intricacies of UK prize promotions and ensure fairness at each stage for participants.
We know that the right prize pool acts as the engine for campaign participation.
Working alongside the brand, we curated a summer-themed prize pool consisting of 1,005 prizes, heavily branded with IRN-BRU's iconic orange and blue brand visuals as opposed to generic visuals.
Sourcing items like branded beach towels, deckchairs, and flip flops, we not only rewarded 1,005 winners, they became live brand ambassadors across UK beaches and parks by repping their prizes. The physical brand amplification generates a powerful "halo effect", extending the campaign's reach far beyond the digital entry process.
We engineered a frictionless entry journey for IRN-BRU. Consumers scanned a QR code on in-store POS materials or clicked through via social media ads to reach our custom-built, mobile-optimised microsite (winwithirn-bru.com).
Instead of a prize draw, we deployed an advanced Instant Winning Moments mechanic. This gamified approach provides immediate gratification, which significantly boosts participation rates and excitement. If an entrant submitted their details on or just after a winning timestamp, an animation would instantly reveal their prize.
We implemented a "rollover" mechanic to guarantee that all 1,005 prizes were genuinely available to be won. If no one entered during a specific winning moment, that prize was automatically rolled over to the next available moment.
To facilitate the diverse prize pool we coordinated with a sophisticated fulfillment matrix.
Leveraging our dedicated UK warehousing space, we handled the receipt, storage, pick, pack, and tracked dispatch of all 1,005 prizes.
Based on the specific weight and dimensions of the items, we tailored our partnerships with couriers in order to optimize shipping costs for the client without compromising the winner's experience.
We drafted the Full Terms & Conditions and simplified for the short-terms to ensure strict compliance with the CAP Code guidelines.
Fair Play Protections: For fairness and compliance, winning moments were randomly pre-selected by an independently verified computer program.
To protect the brand from bad actors and bots, we implemented strict limits: a maximum of 1 entry per person per day, and a cap of 4 prizes per household.
Data Security: Operating within our ISO27001-certified environment, we ensured total GDPR compliance, completing a data purge following the 30-day fulfillment window.
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