The challenge
Flour Mills wanted to reward consumers for buying Golden Penny products during its 60th-anniversary celebration — and, for the first time, collect demographic insight on the people buying them, rather than relying on retailers for a picture of the market.
The solution
A single phone number and a QR code were printed on Golden Penny packaging. Dialling the number played a welcome prompt and sent an SMS link to the campaign landing page; scanning the QR went there directly. Consumers entered their details to participate, earned points on a leaderboard, and could earn more by sharing on social media. Rewards — airtime, vouchers, iPhones, Golden Penny Bumpa Packs and T-shirts — were distributed both at random and by leaderboard position. The leaderboard and social sharing ran on an UpViral integration.
The results
The Flour Mills team tracked reward distribution and engagement live on their dashboard. The campaign engaged more than a million consumers with a 99% success rate and over 200,000 consumer hits — and left the brand with first-party demographic data it had never had.
