Client: Goya
Background:
The 2007 "Create a Goya Masterpiece Contest" leveraged Goya's partnership with Disney World to target the Hispanic market. The main objective was to embrace Goya's new brand positioning -- "Goya is the Latin-spirited Muse for Kitchen Artists of Today". Additionally, Goya wanted to increase consumer excitement and encourage purchase during the holiday season. Entrants were asked to create a work of art featuring iconic Disney images with select Goya products. Two promotional sites were created, one in English and another in Spanish. The Grand Prize included a fun-filled 4-day, 3-night trip for 6 to the Walt Disney World resort in Lake Buena Vista, FL.
Mechanics:
- Consumers were directed to visit www.goya.com to click on the promotion link to enter the contest.
- Entrants were asked to create works of art featuring iconic Disney images with select Goya products.
- All entrants had to register and then upload a photo of their artistic creation to be viewed in an online photo gallery.
- All entries were judged by a professional panel based on the following criteria: Originality, 25%; Creativity, 25%; Visual appeal, 25%; Relevance to Goya and Disney theme, 25%.
Results:
Consumers did an amazing job depicting iconic Disney images using a variety of their favorite Goya Products. This promotion truly brought moms and their families together during the holiday season to showcase their artistic talents in support of Disney and Goya. The promotion encouraged consumer/brand interaction and took another step towards developing an interpersonal relationship between consumers and the Goya and Disney brands.
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