Client: Pepsi

Objectives: Maximize consumer awareness and involvement with Circle K Convenience Stores; provide account specific overlay to key convenience store customer to maximize Pepsi volume.

DJA Solution: DJA managed the Pepsi Dash for Cash Instant Win Game, a tie-in with Circle K Convenience stores. Consumers received a game piece when they purchased a qualifying Pepsi product at any of the participating Circle K stores. The game featured Pepsi discounts and racing ticket discounts as lower level prizes, plus 5 Grand Prizes of trips to the Pepsi 400 in Daytona, where each winner got to grab as much cash as possible in 30 seconds in the provided “cash bubbles”.

Results: Initial promotion was so successful and generated so much media attention that Pepsi has repeated the program for several years.