PROJECT: COMPETITION MECHANIC
CLIENT: PADDY IRISH WHISKEY
Competition mechanic creation
Unique code generation
Responsive design and build entry portal
Neck tag design and print
Paddy Irish Whiskey wanted to run an exclusive competition to celebrate their partnership with London Irish Rugby club by giving away tickets to key fixtures throughout the season in addition to other prizes such as merchandise.
UVSL were tasked with creating the mechanic for entry which needed to be driven by an instore purchase. The consumer journey would start with a purchase of a bottle of Paddy Irish Whisky. Neck tags were designed to sit on the promotional bottle providing consumers with information about the competition, directions on how to enter and each tag was printed with a unique entry code to be entered via the promotional website.
The website was created to be as simple to enter as possible. Upon landing, the user was instantly prompted to enter their unique code. If the code matched one of the prizes the user was notified what they had won, if match tickets they were able to select from a range of fixtures over the season, if merchandise they were able to choose appropriate sizing for replica shirts and jackets. The user was then guided down a data collection path, finalised by the need to provide proof of purchase via an image upload of a suitable receipt.
Once complete the user was provided the option to find out more about Paddy Irish Whisky via a link to their site, visit the London Irish site or of course, enter again.
The mechanic saw an uplift in sales in the associated stores and the prizes very quickly ran through, requiring an additional supply to be brought in to meet demand.