Pop Secret
STRATEGY // WEBSITE // PROMOTION // SOCIAL // WEB VIDEO
Leveraging an online promotion
to foster social marketing
Overview
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.
Highlights
- 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
