Case Studies: Hershey's
Need for Innovation
As an NCAA Corporate Partner, Hershey's sought to maximize its national sponsorship rights to the Final Four.
Getting its retailers excited about delivering a unique promotion with true consumer-added value was the challenge.
Create two separate Hershey's Final Four programs, one for the food/drug channel and the other for convenience stores.
The first was a "never-been-done-before" sweepstakes, taking advantage of Final Four tickets being the most difficult to find in sports.
The grand prize of this Hershey exclusive sweepstakes: Win Final Four Tickets For Life!
For the second promotion, we negotiated a tie-in with Foot Locker, Lady Foot Locker and Kids Foot Locker, offering a 15% discount on any purchase with three proofs of purchase from Hershey products.
"Tickets For Life" proved a successful platform for three consecutive years of retail promotions, one year helping to achieve a 15% share increase.
The Foot Locker partnership also earned a repeat performance.