Big Red: Sweet Swag Giveaway

Big Red is an American soft drink known as the original ‘red cream soda’ and is distributed by Keurig Dr Pepper; it was originally named Sun Tang Red Cream Soda. Some of its other flavors include Big Blue, Retro Big Red, and Big Honey Lemonade. Big Red Inc. partnered with 3 tier logic to launch their regional ‘Sweet Swag Giveaway’ promotion, exclusive to customers in Louisville, Kentucky.

Program Objectives

• Promote product purchasing

• Develop brand loyalty

• Increase brand engagement

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Big Red’s ‘Sweet Swag Giveaway’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase $30 worth of qualifying Big Red products in one or multiple transactions from participating retailers, they are eligible to receive a limited edition Big Red promotional t-shirt. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. They can make more than one purchase and upload multiple receipts until they reach the $30 threshold. Once their purchase(s) have been validated, customers receive their promotional t-shirts via mail after the end of the promotion. This promotion was limited to the first 1,000 customers to reach the $30 threshold; after 1,000 prizes were fulfilled, the microsite was updated to inform consumers that the prize was no longer available.

Using PLATFORM³, Big Red was able to track the real-time progress of the promotion and collect important customer information. The Data Capture & Analytics module provides insightful data on consumers’ shopping behavior and microsite activity for the duration of the promotion. Big Red is able to use this data to make strategic business decisions and continue to promote product purchasing and increase brand engagement.