The frozen desserts giant joins the flock of offline retailers who are turning to online sweepstakes.
Frozen desserts retailer HÄagen-Dazs Shoppe Co. is looking to build up excitement around its newest dessert with an online contest and promotion.
Through the end of July, the Minneapolis, Minn.-based company will distribute game cards with every purchase at participating HÄagen-Dazs franchises.
On the card is a code; entering that code on the HÄagen-Dazs Web site takes users to a game page, where they enter to play an online "match-and-win" game. The user must select three of the nine Dazzlers on the page; if the three Dazzlers all reveal the same prize, the user wins.
HÄagen-Dazs did not disclose spending on the promotional effort, but it said it's giving away more than $11 million worth of prizes, including a 3-year 2001 Jaguar XK8 lease, $5,000 shopping sprees, free ice cream for a year, and gift certificates for the Banana Split Dazzler.
CRC Marketing Solutions oversaw the campaign's strategy, site design, and point-of-sale promotional materials.
Programs like HÄagen-Dazs' "Discover the Dazzler" Web game are becoming increasingly common among offline retailers seeking to launch new products. The Gillette Company is running a "Celebrate the Goddess In You" contest for its new Venus razor. (Alley-based Promotions.com provided the technology behind the effort.) In May, Johnson & Johnson/Merck Consumer Pharmaceuticals launched an online sweepstakes to promote a new Pepcid Complete antacid product.
The payoff for offline marketers? Retailers can run a fairly extensive sweepstakes to boost sales or unveil new products at a modicum of the publishing and management costs associated with offline contests.
And through promotional contests, marketers also gain valuable data on their customers. In the case of HÄagen-Dazs, contest participants must register information such as age, zip code, and email addresses to enter. The company's Web site also allows visitors to opt into receiving emailed news and promotional offers.
But Kelly Wold, who oversees marketing at HÄagen-Dazs, said the contest is more intended to "break the ice" with consumers regarding the new dessert.
"We are excited to introduce the new Banana Split Dazzler and the 'Discover the Dazzler' online game -- they both offer a millennium twist to a classic offering," Wold said. "Both our customers and our franchisees will enjoy the innovative new product and game."
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT