On the first day of Glastonbury festival 2013, we launched ‘The Summer of Luck’ promotional microsite for award-winning pie makers, Pieminister

What started as a simple in-pack ‘scratch card’ idea evolved into a digital activated promotion that had the added benefits of datacapture wherever the consumer may be, and social share functions. As a large number of the cards were dished out at festivals and events, the site was built to be fully responsive so people could enter wherever they were – on any mobile handset, tablet or desktop via www.pieminister.co.uk/win.

The promotion offered a number of prizes available through daily instant wins/winning moments – the campaign website was built our in-house platform [ProMotor] specifically built to support proof of purchase (code entry) on-pack promotions.

As well as the promotion entry, using the digital route also allowed Pieminister to drive additional benefits, the data capture form will identify where people got their codes and consumers could choose to be added into Pieminister’s CRM database, the VIPie club.

Jon Simon Managing Director at Pieminister said, ‘When Activation suggested they could ‘digitise’ our campaign, we saw the benefits immediately. It’s now a wonderful cross-platform activity, which is a first for us, and also means we can connect with our pie fans wherever they are, at a festival, in a store, just about anywhere!’

See the work here