PROFILE:
The client is a super-regional pet food manufacturer in Pennsylvania that distributes high quality pet food products in 24 states.
MARKETING OBJECTIVES:
Increase product awareness
Enhance brand loyalty
Encourage customer referrals
Increase opt-in rate and obtain more email addresses for future communications
MARKETING INITIATIVE:
Communifax created a holiday themed eblast and Web site that was promoted only to customers included in the client’s opt-in database.
The promotional site included an animated interactive game page where players were encouraged to click on three different types of dog treats. Each time a new treat was selected an animated dog would perform a new trick.
Once participants completed the game page they could enter the sweepstakes.
In order to enter the sweepstakes, the player was required to provide an email address of a fellow dog owner.
Participants were able to refer up to five email addresses for five chances to be entered in the sweepstakes.
Three sweepstakes winners received $500 each and selected an animal shelter of their choice to receive a matching donation of $500. In addition, 18 participants instantly won $100 each.
RESULTS:
Total game response for the holiday promotion was over 25%
Nearly 100% of participants completed the game experience
Over half of participants opted in to receive future communications from the pet food manufacturer
The promotion received approximately 5,500 unique referrals
