Agency: Nsight Connect (a Catapult Marketing company)
Client: Quaker Oats
Creative Team: Adam Celing, Darren Tibbits, Meghan Gates, Anton Fiant, and myself
Sweepstakes and Development: Prize Logic
Our team was challenged to come up with a shopper marketing program for Cap'n Crunch at Dollar General which would increase store traffic, add to basket size, engage the shopper, and increase sales.
We created an online interaction designed to keep people coming back to the site every day, for the duration of the six week program, to play for a chance to instantly win $10 Dollar General gift cards. The users sailed their ship from island to island and their progress was shown on a map. A sweepstakes layer encouraged store visits to check-in via geo-location, for a chance to win a $100 Dollar General gift card. Each time a user interacted with the game, they were presented with a Cap'n Crunch coupon.
$40,000 in Dollar General gift cards were awarded as prizes.
Compared with similar programs, the numbers for Cap'n Crunch Quest are incredible. Not only were we able to engage users to continue to interact with the brand, there was a sizable increase in sales versus YAG.
An age-gate was used in order to ensure only people age 18 and up played the game.
The map shows the user's progress. The map served as a reminder of how much time was left to participate in the promotion and encouraged users to play daily.
From the map, the user could decide whether to play now (from anywhere for a chance to instantly win a $10 Dollar General gift card) or check-in via geo-location (at their local Dollar General for an entry into the sweepstakes to win a $100 Dollar General gift card).
Users found out instantly whether they won a $10 gift card. A coupon was offered to users with every interaction.
Click on an island, and get a fun message from the Cap'n. Even a click on the octopus and shark resulted in a fun message.
Every store had an end cap display with a shelf sign communicating both digital coupons through the Dollar General app as well as communication directing people to the online experience.
Many tactics were deployed to drive traffic to www.capncrunchquest.com including banner ads, emails, and a blogger campaign.
Fun messaging accompanied gift cards in the mail.
While we wanted to minimize the amount of mail that hit inboxes, a few thoughtful emails reminded people to use their Cap'n Crunch coupon and alerted winners.