08 January 2015 • bluechip
Blue Chip and Spar UK are repeating last year’s ‘Shop & Win’ mobile campaign following the success of its first outing in August 2014.
There was a redemption rate of 17 per cent and a 65 per cent increase in basket spend among main prize winners (against the average for the time of year), which Spar said “considerably exceeded expectations”.
The summer campaign set out to attract younger shoppers by offering daily prizes, instant money-off and free product mobile vouchers when they bought a product in-store and then texted a code from their receipt to a dedicated number.
The new campaign for this January sees the introduction of gamification to better interact with shoppers. A mobile scratch-card game allows entrants to the daily £500 draw to play on to win vouchers.
In anticipation of the same success as the initial campaign, the supermarket has also increased the number of vouchers it plans to distribute by over 20 per cent.
Blue Chip is managing the wider campaign which includes TV, in-store radio, social media activity, extensive point of sale and a dedicated website. The digital voucher distribution is being handled by i-movo.
Spar’s senior marketing manager, Andy Burt, added that brands such as Coca-Cola and Heineken are also fully behind the promotion.
“It is important that we build upon this achievement which is why we are deploying brand new features for the next phase in January,” he said.
The campaign will run across 2,000 of Spar’s 2,400 stores in the UK.
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