After a break from consumer marketing, the wine brand today launched a travel-oriented campaign, the first of a series of seasonal efforts aimed at busy moms.
Point-of-purchase sweepstakes campaigns are nothing new, but Lindemans is moving the concept into the 21st century. After a break from consumer marketing, the wine brand today launched a travel-oriented campaign, the first of a series of seasonal efforts aimed at busy moms. The effort hinges on 2D barcodes featured in retail materials, but unlike other barcode technologies requiring a software download, this system works without a download using a simple phone camera.
Starting today, shoppers perusing the wine aisles at stores including Safeway, Publix, Wal-mart, and smaller chains like Food Lion will see tags on bottle necks promoting Lindemans' "Summer of Discovery Weekend Getaways Sweepstakes." To enter, shoppers can take a photo of the 2D barcode featured on the tags and other point-of-purchase collateral, and e-mail or text the image to the address or shortcode provided.
They'll receive a message from which they can link to the LindemansGreatFinds.com sweepstakes site, which allows those over the age of 21 to submit contact information and learn more about weekend getaways they could win as a result. The campaign pairs contest-related destinations and other recommended jaunts with Lindemans wines. Mackinac Island, Michigan, for instance, is paired with Bin 99 Pinot Noir, while Ashville, North Carolina goes well with the Bin 90 Moscato.
In addition to the in-store promos, the contest will be pushed via display ads on Travelocity, a campaign partner. As the travel site searches for trip options, users are greeted with a Lindemans' ad. They're also prompted to use promo code "Lindemans" to receive a $50 discount on trips booked through Travelocity. The ads will run nationwide throughout the summer, according to Angela Gee, account director at BFG Communications, the agency that developed the campaign for Lindemans' parent company, Foster's Wine Group. Lindemans is also promoting the sweepstakes through its Facebook and Twitter accounts.
The 2D barcode component, however, seems key. For one thing, retail sweepstakes promotions are often difficult to manage logistically when they require employee store assistance. Yet, when searching for an alternative, Gee was hesitant to use a QR or Quick Response code, which would require a software download in order to view the barcode. Instead, the agency chose to work with JagTag, a firm providing 2D barcodes that can work with any camera phone, not just smartphones.
"That was huge," said Gee. "We really didn't want the consumer to have to download anything."
The fact that the technology operates on any camera-enabled phone increases the potential response rate. Indeed, according to Dudley Fitzpatrick, founder and chief innovation officer at JagTag, around 75 percent of JagTag campaign respondents use feature phones rather than smartphones.
"It's a new technology," said Fitzpatrick, but taking a photo with a phone is "not a new behavior," he continued. He said companies including Axe Deodorant, Twentieth Century Fox Home Entertainment, and Sports Illustrated have also used the firm's 2D barcodes.
The summer sweepstakes ends August 31, when winners will be chosen. Next up, according to Gee, is a holiday campaign involving gift suggestions, followed by a spring effort.
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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