P&G wanted to capitalize on their NFL sponsorship with a program that could grow basket size amongst their consumers, as well as supporting its relationship with Walgreens retailers.
Snipp created a continuity rewards promotion that drew on football themes to incentivize purchase of P&G products. Consumers simply purchase qualifying products at any Walgreens retailer and upload their receipt to earn “touchdowns” – representations of points that consumers accrue from their participation in the program. Consumers can keep collecting credits by making even more purchases and submitting more receipts, and can redeem their “touchdown” points on a custom branded reward store at www.scoreintheredzonerewards.com. Prizes include sweepstakes entries to earn Super Bowl and Pro Bowl tickets, and physical NFL branded goods. Receipt upload was made convenient with text-to-upload, email, and web upload; to text in the receipt, consumers messaged the keyword REDZONE to 811-811; to email it, they used the address firstname.lastname@example.org; or they could upload it to a branded microsite accessible at www.scoreintheredzone.com.
Program live dates: September 3, 2017, to February 3, 2018.