Pinnacle Foods Case Study: Putting the "S" Back into the Online Sweepstakes!
Marketing Objective
To drive traffic to the Hungry-Man web site, connect with customers and draw attention to four new diner entries, Hungry-Man needed an innovative online buy to compliment their Fill'er Up Sweepstakes - a NASCAR inspired promotion that gave away $40,000 in prizes.
Solution
After researching and identifying the Hungry-Man consumer, Fort Point recommended diversifying the online buy strategy by thinking like a Hungry-Man entrée eater! Hungry-Man consumers included both men and women with very distinct internet surfing habits. The challenge was to locate this population and bring them to an interactive sweepstakes site that offered cash prizes. With so many sweeps sites, it was important that ads were served to the right people at the right time.
Results
The Hungry-Man Filler 'Up Sweepstake experienced higher than industry CTRs, tripled site visits for the duration of the contest, and the number of sweeps entries and refer-a-friend referrals were higher than projected. The sweeps contest spread virally and generated active interest nationally among sports enthusiasts who were drawn to the sweepstakes race-car theme and well as existing fans of the Hungry-Man brand.