To create consumer awareness and retailer sell-in for Barbara’s, I led my team at The Regan Group in using multiple building blocks to assemble a program around a partnership with The LEGO Movie.
- Custom packaging merchandised the program on 1.5 million cartons of cereal
- A digital consumer sweepstakes leveraged Facebook & BarbarasGiveaways.com:
- Daily giveaway of either one Grand Prize trip to LEGOLAND California or Florida, The LEGO Movie, LEGO building sets, movie merchandise, movie tickets, Barbara’s prizes and more
- A national in-store promotion featured…
- In-pack promo codes offering $5.00 off The LEGO Movie purchase or $1.00 Barbara’s coupon, and an in-pack 40% off coupon for LEGOLAND Parks or LEGOLAND Discover Center admission
- TRG also executed eight account-specific promotions
- Results? The sweepstakes saw 20,629 entries, a conversion rate of over 52%, and the brand added 14,000+ Facebook and 4,500+ Twitter followers