Getting consumers to interact with your product in the store is quite an accomplishment. But getting a consumer to drive to the store, search the aisle for your product, download an application, scan the barcode, and take a picture of the new product label is an even greater accomplishment.
Campbell's is the first CPG company to use Stickybits as a sweepstakes component. Campbell's was looking for a way to get consumers to discover their new soup labels. By using Stickybits, an application that allows consumers to attach information and pictures to barcodes, Campbell's gives consumers a way to interact with their new product labels.
This promotion generates a lot of interesting questions.
Will consumers jump through hoops for a chance to win a $500 prize?
Will the publicity of Campbell's being first to use Stickybits, an emerging technology, drive consumer interest?
Are consumers more willing to engage with a brand if it's on a social level with their friends and peers?
This sweepstakes clearly gets the consumer to interact with the product and helps get the word out about Campbell's various new product labels. And most shopper studies show that if you can get the customer to interact with your product, he or she will be more likely to buy it.
It will be interesting to see some data on how well this sweepstakes was received.
- Contributed by Leslie Young
