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Pepsi ONE
Objectives:
- Pepsi ONE wanted to increase the excitement of a major summer sampling effort.
- Pepsi One wanted a source for consumers to locate sampling teams and provide advertising support.
Strategy:
Pepsi ONE enlisted CFA to assist in the development of a scratch & win game card with a compelling reason to play the game and sample(and purchase) the product.
CFA negotiated and secured Lycos as the support vehicle and Mitsubishi to supply the grand prize automobile.
Promotion:
3mm scratch & win game cards were distributed via the Pepsi ONE sampling team in 100 key markets. Consumers were offered on one scratch off area the opportunity to win instant discounts on Pepsi ONE purchases or free product. The second scratch off revealed a 7 digit number to win a Mitsubishi Eclipse or other prizes ont the Lycos.com/gogetone site.
 Click for close-up.
Results:
Over 50,000 people played the game online. 30,000 mail in entries for second chance drawing and $350,000 of advertising on Lycos supported the promotion.
 Click for close-up.
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