Heinz is really doing it up with promotions to support its Super Bowl investment this year.
In addition to a spot in the game created by Wieden + Kennedy, its doing a narrowly targeted sweepstakes (orchestrated by HelloWorld), to help console fans whose teams didn’t make it the big stage. They can enter a competition for a flight refund.
The company has also confirmed it’s doing a much broader sweepstakes (from Blue Chip, Equator Design and Merkle) that ketchup lovers across the country can participate in to win thousands of prizes, like a catered “grill-out party.” It’s called the “Heinz Bottle Matchup.”
I don’t think my building in NYC would permit the grill-out party (fire regulations etc.), but like I said, it’s a national effort. So good luck to all the BBQ-grilling-inclined suburbanites out there.
It definitely doesn't hurt to give people one more reason to stay tuned when you've shelled out millions to run a spot in the game.
The in-store promo runs through Feb. 3. For every specially marked bottle number a fan picks up that matches a number in the final score of the big game, they can visit this special site for a chance to win a prize.Blue Chip tested the concept with hundreds of ketchup-loving football fans and found more than 80% were motivated to participate. Blue Chip worked with Equator Design to redesign the label and Merkle’s Promotion & Loyalty Solutions Group to design and run the sweepstakes.