We named this campaign after the big ticket prize itself: “Your Vacations For Life”. In other words, the winner gets to enjoy a free vacation, every year, forever. Smaller prizes included weekend get-aways or dining at top restaurants.
The campaign consisted of everything legal restrictions allowed: point of sale material, hostesses at retail shops, pack inserts and an unbranded website. To participate, consumers would register on the website and redeem the unique codes printed on the pack inserts.
The website was also dedicated to helping participants personalize their first trip. Each month during the 4 months the campaign ran, a new section would be activated: type of vacation (beach, urban, or adventure), destination, accommodations, and experiences to have while you’re there. Of course the options that appeared to you depended on your previous selection, but you could go back, change your mind, or just explore all 66 possible combinations. This way, we kept things interesting and ensured consumer interaction over time.
