Client: Goya
Background:
The 2007 Goya "Dream Kitchen Sweepstakes" was tied to the kick-off of Hispanic Heritage month. The promotion embraced Goya as the Latin-spirited muse for kitchen artists of today. It was designed to maintain and build customer loyalty and create an engaging destination for cooking enthusiasts. Consumers were directed to visit www.goya.com to enter for a chance to win a kitchen renovation, cookware, cutlery and cookbook. The program was promoted via: micro-site with direct link and banner ads on goya.com, regional FSI, POS materials at retail and email blasts. Two promotional sites were created, one in English and another in Spanish.
Mechanics:
- Entrants visited www.goya.com and clicked on the promotion banner to complete the online registration form.
- For an additional entry, visitors were asked to submit a cooking tip describing what secrets they use in the kitchen to spice up their favorite meals using Goya products.
Results:
The promotional micro-site proved to be an engaging destination for Goya cooking enthusiasts. Goya consumers provided over 10,000 testimonials that highlighted what they love about Goya foods. Consumers shared Goya secrets they applied in the kitchen that impressed their family and friends at mealtime.
|
 |
