In 2015, Coca-Cola approached Prik&Tik to boost the sales of Coca-Cola in the Prik&Tik network. The effort was such a success, that they decided to continue the partnership in 2016 together with another strong brand: AB InBev. Advertising agency Pubmarket! developed the activation campaign, Coca-Cola and Ab InBev took care of all 2016 prizes!
The main prize was a Mercedes-Benz A160. Other prizes included weekend trips, festival and concert tickets, barbeques, gift vouchers, film tickets and more. The Prik&Tik website became the home base of the contest. So how could you win a prize?
Participants received a unique code when they bought a crate or multi-pack with Coca-Cola products and a crate or multi-pack with AB InBev products.
To activate the code, they had to go to www.prikentik.com and answer a contest question, a subsidiary question and enter their personal information.
All 2016 winners were announced on the site.
The goal of the contest was not just to increase sales for Coca-Cola and AB-InBev, but to increase traffic to the stores and to increase the popularity of Prik&Tik. To support the contest on all fronts, Pubmarket! went for an integrated and crosschannel media approach:
25" TV ads on VTM and 2BE
20" and 10" radio ads on Qmusic and JoeFM.
front-page news on the monthly Prik&Tik folder
key item in Facebook campaigns
key item in Prik&Tik e-news
flyers & wobblers
And the results? The contest was a smashing success! A total of 12,190 Prik&Tik customers, including the 2016 winners, took part in the contest. And the Facebook campaigns delivered great results:
A reach of 196,147 Facebook fans with an advertising budget of only 500 euros
The engagement level of fans went from 3.1% to 17.7%