How contests have the power to engage and get amplified for social content

February 26, 2019

Challenge

For long-time client The J.M. Smucker Company, Centra360 was asked to help drive brand awareness for their launch of 1850® coffee, a new premium brand designed to leverage the pioneer spirit of the 1850’s and target modern-day trailblazers who want to “embrace the bold”. Selling in the very competitive grocery and mass merch channel, it needed to stand out and reach a whole new audience for Folgers in select urban markets.

The Execution

The 1850 Bold Pioneer Contest was developed to create a search for those who exemplified the brand’s spirit – “bold pioneers” who are championing endeavors that can make a positive impact in society.

Consumers were required to submit a 60 second video that tells their personal story, how their endeavor will grow and why their story embodies the bold spirit of 1850 coffee. A Sweepstakes promotion encouraged consumers to vote for the Finalist of their choice and get the chance to win $1,850.

Three finalists were selected and flown to San Francisco to pitch their story to a panel of judges and receive a mentoring session with Alexis Ohanian, co-founder of Reddit.

The Grand Prize Winner received an $18,500 grant and each remaining Finalist received $5,000 toward their endeavors.

Centra360 was responsible for multiple aspects of the promotion:

  1. developing all rules for the contest management and judging
  2. administrating the voting sweepstakes and fulfilling all prizes and
  3. taking care of all travel, mentoring session logistics and prize awards for the finalists.

Results

The promotion generated extremely highly qualified entries largely through video submissions. Voting Sweepstakes generated over 123,000 entries with over 13,800 unique entrants (11%).

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