Combining the power of an Instant Win with on-pack promotion and social media

January 15, 2019

The exciting part: This program sold 100,000 units at Walmart…in just one weekend!

When PocketWatch Media came to us to execute a powerful instant-win promotion for Ryan’s World Giant Mystery Egg – a Walmart-exclusive holiday toy featuring and promoted by then 7- year old YouTuber Ryan – we put our promotional marketing acumen into overdrive to make it worthy of Ryan’s massive social media clout.

 

The Challenge

Execute a sales promotion unique to Walmart, appealing to parents and designed for the 4-10 year old market for the product.

 

The Execution

An instant-win game card placed into every egg, promoted on-pack, through social media and in Ryan’s videos that reached over 17 million followers to drive holiday toy-buying traffic to Walmart.

 

The Offer

Consumers were directed to use the exclusive code found inside each specially-marked (only found at Walmart) Mystery Egg to enter to win an instant prize – with the chance to win a “Play Date with Ryan” or one of hundreds of other prizes! Driving opt-ins through the registration process fueled a powerful database for future CRM efforts. 

 

The Results

100,000 units – priced at $34.82 – sold out in one weekend at Walmart stores, with a 50% opt-in rate from entrants.

 

Centra360 provided consultation and full Instant Win sweepstakes program administration – assigning prize codes, writing rules, and managing claims processing and prize fulfillment.

Click Here to see the promotional video.

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