Newell Brands wanted to promote awareness of their new easy install Graco infant car seat that easily moves between cars with a new SnugLock™ Technology Base.
Graco targeted new parents and parents-to-be with a targeted digital advertising campaign offering a bonus base with purchase of the new car seat. Consumers text BONUSBASE to 811-811 and receive a link to a www.gracodreambigsweeps.com, to upload an image of their valid registry or receipt to receive their reward. The Snipp mobile first microsite, designed to drive awareness of the program pre-sales and convert post sale also included a marketing opt-in to add new parents to their CRM.
The program was so strong in its initial days that Graco doubled the available bonus bases to the consumer. The program (bi-lingual – English and French) was also launched in Canada.