Great news! We’re a finalist at the MOMA Awards!
This year we’ve been shortlisted in the category for Best Mobile Sales Promotion/lead generation/direct response campaign for our work with Pieminister on their ‘Summer of Luck’ campaign.
Pieminister approached us to run a promotion to give away prizes during Glastonbury, and asked if we could build a web site to support the promotion offering 15 instant-win prizes to be won every day over 100 days.
Given the audience, and the out-of home requirement (festivals, shops and stores) naturally we recommended handling it all digitally, and specifically with mobile entry in mind.
With every Pieminister pie sold during the promotional period through; Pieminister shops, market and festival stalls and supermarkets consumers were given a card with their unique entry code printed on it – directing them to www.pieminister.co.uk/win.
Consumers simply had to visit the promotional microsite on their mobile and enter their code, completing the data capture in the process. The instant win, winning-moment mechanic meant an instant decision was made as to whether it was a winning entry, and a prize was selected and the winner was notified instantly with what they had won on screen.
This meant that consumers could take part quite literally anywhere, with Pieminister creating a fun brand experience beyond the pie, an enticing promotion and instant data capture and lead generation.
Check out the campaign here.
When Activation suggested they could ‘digitise’ our campaign, we saw the benefits immediately. Having the promotional microsite as a mobile platform was a key strategic decision, to guarantee the success of this campaign – which was running on pack, in-store and out of home at the summer Festivals. This mobile activity was a first for us, and proved very effective – we over exceeded our expectations in terms of the number of entries and data capture through different platforms. Crucially, it meant we could now connect with our pie fans wherever they were, at a festival, in a store, at home, in a field – just about anywhere!
To see a list of all the nominees click here.
The awards ceremony is being held on Wednesday 21st May at the Emirates Stadium. We’ve got our fingers crossed!