The Project
St. Vital Centre, regional destination shopping centre in Winnipeg wanted to drive more traffic to their website, grow their database, reward loyal customers and generate increased gift certificate sales.
The KISS contest was promoted using traditional advertising methods such as direct mail and in-mall signage in conjunction with a contest feature on their website home page. All communication directed customers to log-on to stvitalcentre.com to register for their game number and enter to win.
Customers were asked to check the website regularly to see if they won the daily $25 gift card prize and see if they qualified for the $25,000 grand prize. They were also offered the option to receive a daily email reminder.
Contest Details:
The contest ran November 4th, 2006 to December 17th, 2006
Customers had a chance to win a $25,000 St. Vital Centre Gift Card.
Customers filled out the entry form online to receive their own official Sealed with a Kiss Game Number. Each day SVC posted a winning Game Number on stvitalcentre.com. If they’re game number matched the Daily Number they won a $25 Gift Card.
Three of our Daily Winners were randomly drawn to participate in our Final Sealed with a Kiss Contest Event on Friday, December 22nd.
One of the three finalists could win a $25,000 St. Vital Centre Gift Card.
|
Performance/Results
Best feature of this contest for us was that we were able to track our advertising as customers could enter bonus codes found on our different forms of advertising for additional numbers - this helped us evaluate our advertising and see which methods are successful! We added thousands of people to our subscription database - allowing us to market to these valuable customers."
There were a lot of daily winners, as well as a lot of interest for the big $25,000 Grand Prize!
We were extremely pleased with the contest as it fulfilled many needs.
I was excited with the turnout that we had and how many people we were able to add to our database. I think it was also great because of the trackability of it - being able to measure our advertising because of the unique pin codes.
None of the three finalists walked away with the $25,000 Grand Prize unfortunately as that would have been great to see, but they were very excited with $1,000 Gift Card right before Christmas so that was great.
And the promotion of course helped drive sales of Gift Cards. We did almost $2 million in December alone and finished the year out at +17% over 2005 with 3.2 million dollars in cards and all that money stays with our retailers.
Marketing Manager - St. Vital Shopping Centre
|
