January’s campaigns of the month: Dr. Oetker’s contests
New year, new content for Qualifio! To start the year on a high note, we’ve decided to highlight marketing campaigns created by our users on a monthly basis.
This month, it is not one, nor two, but three campaigns created by Dr. Oetker that we wanted to highlight in this first “campaign of the month” article of 2019.
A contest for Dr. Oetker’s 90th birthday
For its 90th birthday, Dr. Oetker launched a contest… over 1 year! The brand offers to its consumers the possibility to participate all year round and win various prizes.
The concept we love: Dr. Oetker placed unique codes inside the packaging of 6 of its products (pancakes, waffles, cake, cupcakes, brownies and muffins). To enter the contest and try to win the prize of the month, participants must enter the unique code on a dedicated Dr. Oetker website during the action period and answer two subsidiary questions. First prize: a Kenwood kitchen machine! Each unique code can only be used once, but participants can purchase multiple products and enter the contest using different unique codes found in each package.
Through this campaign, Dr. Oetker also collects consumer data for its CRM system. To validate their participation, consumers must provide their contact details (first name, last name, date of birth, e-mail) and can subscribe to Dr. Oetker’s newsletter via an opt-in integrated into the form.
Unique codes: to carry out this campaign, Dr. Oetker generated a list of unique codes in the Qualifio platform. They then exported the list and printed the unique codes in their packagings.
A contest for Casa di Mama’s 10th birthday
When you’ve found a concept that works, why not take advantage of it? To celebrate the 10th birthday of its Casa di Mama pizzas, Dr. Oetker also launched a one-year contest, with Italian prizes to be won all year round.
The concept remains the same: unique codes have been placed on the packaging of 5 varieties of Casa di Mama pizzas and are the unique key to enter the contest. The first prize: a holiday in Tuscany! Find the Casa di Mama campaign on the dedicated website here ?
A video contest for Pancake Day
For Pancake Day, Dr. Oetker challenged its users through a contest in partnership with Center Parcs, a network of holiday villages! To try to win a stay for 4 people, participants have to:
- Cook pancakes;
- Make a video showing their ability to flip pancakes;
- Upload the video on Dr. Oetker’s dedicated website.
A jury chosen by Dr. Oetker selects the 5 best videos (those with the most votes) to determine the winners.
What we like about this campaign (apart from the pancakes): the originality of the contest and the super funny videos.
For these three campaigns, Dr. Oetker requested the help of the Qualifio Studio, a.k.a our expert team of designers. Based on a comprehensive briefing, they took care of the look and feel of the campaigns and integrated the content provided by Dr. Oetker. The fully customised minisites were then promoted through TV spots, online ads and other digital channels.