INDUSTRY: Pet Food Manufacturer

PROFILE:
The client is a pet food manufacturer with distribution in more than a dozen states.

MARKETING OBJECTIVES:

• Increase pet food sales
• Create brand loyalty
• Obtain customer email addresses for future communications

MARKETING INITIATIVE:
An in-pack marketing campaign was developed to drive customers to a
promotional Web site for the chance to win cash. 100,000 game pieces
were inserted in three participating products and an on-pack sticker was
affixed to the outside of the packaging to attract the customer to the
product and the game. At the promotional site respondents registered
and used the game piece to see if they had won. Additionally,
customers had the option to take a survey, and after doing so, were
entered into a sweepstakes drawing.

RESULTS:

• 100,000 game pieces were distributed throughout the four-month period and over 12,000 customers visited the promotional site.
• Over half the respondents participated in the survey, providing the client with additional preferences and feedback.