iC Group Case Study

Pepsi/Doritos: “Be First to Play!”

Situation: In anticipation of what was expected to be the consumer “must have” item for the 2005 holiday season, Pepsi-Cola Canada and Frito Lay Canada teamed up to create a Power of One contest promotion giving consumers a once-in-a-lifetime opportunity to win Microsoft’s new XBox 360 video game and entertainment system prior to general retail availability. The Pepsi/Doritos “Be First to Play!” online sweepstakes gave away 1,000 of the consoles every hour over six weeks before the official launch. The website garnered thousands of unique registrations, and millions of sweepstakes entries.

How it worked:

• To enter, consumers purchased specially-marked Pepsi and Doritos products, obtained a website access PIN in-pack and registered their information at the promotion site for the sweepstakes draws.
• A total of 960 Xbox 360 prizes packages were available to be won in sweepstakes draws that took place every hour throughout the contest period.
• Each prize package consisted of: 1) an Xbox 360 video game and entertainment system 2) an Xbox game 3) a “Party in a Box” including a variety of Xbox products plus Pepsi and Doritos product coupons to get the party started.
• The promo was supported by print, broadcast and internet media and innovative in-store display at retail.

Concept and creative was handled by Capital C Communications -- Toronto, ON. iC Group managed online game design, development, hosting, and promotion risk management, contest administration and fulfillment services.

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