STRATEGY // WEBSITE // PROMOTION // SOCIAL // WEB VIDEO
Leveraging an online promotion
to foster social marketing
Pop Secret® wanted an online experience that would reinforce the brand's position as 'movie night snack of choice' before awards season. The site also had to promote a featured giveaway: the "Ultimate At-Home 3D Movie Theater Grand Prize."
We developed Pop! Camera! Action!--a promotional site with a sweepstakes and instant win game that let users create their own movie scenes starring the Pop Secret® Kernels, and share their directorial debut with friends. Leveraging social influencers to spread the word via blogs and Facebook, the promotion culminated with a Twitter party on Academy Awards weekend and the grand finale giveaway, The Swag Bag Grab. The campaign was created in partnership with Mars Shopper Marketing and PrizeLogic, our promotions partner.
- Over 800,000 site visits
- 75,000+ unique videos created
- 15% of visitors returned 26-50 times
- One in three visitors opted-in to receive future communications from Pop Secret®
- The Swag Bag Grab sub-promotion garnered over 4,000 visits with an average of 8 minutes time on site, all 100 prizes were given away within 18 seconds