San Juan Seltzer Text to Win Sweepstakes Marketing – Case Study

San Juan Seltzer, the Pacific Northwest’s favorite all-natural, alcoholic sparkling waters launched its summertime promotion across retailers in Idaho, Oregon and Washington with objective of presenting the seltzer’s summer spirit and increasing sales.

Seltzer Market Boom

Danelle Kosmal, VP of Beverage Alcohol at Nielsen gives a summary of the seltzers sales market by saying that “Within the hugely successful and growing hard seltzer segment, new and ‘old’ brands alike can succeed even if their market share is relatively small or declining, because the total pool of sales of hard seltzer within US retail is growing at such a high rate,” Source: CNN


Goals – Awareness, Followers and Sales

San Juan Seltzer wanted to reach loyal fans to bring a bit of the summertime vibes that go so well with its seltzer. Leveraging Sweeppea’s text to win sweepstakes platform, San Juan Seltzer was able to create a sweepstakes that reached the target audience with a fun and engaging promotion.

Bubbling Sales – 500 Cases in One Store

To increase sales, the promotion was offered to retailers in exchange for additional case purchases. Retailers then awarded preferential display space in stores. (See 500 cases at Fred Meyer and BevMo below)

Text to Win In Store Display
BevMo Display

Social Media Summer Fun

To raise awareness and gain new followers, the brand used in-store displays and social media posts to help increase followers. The prize (a Ronix Wakesurf Board and a trip to the San Juan Islands) served as the incentive that drove social shares across all social channels and sweepstakes participants.

San Juan Seltzer Text to Win Sweepstakes Instagram Post
Instagram Post
San Juan Seltzer Text to Win Sweepstakes Twitter Post
Twitter Post
Facebook Post Promoting Sweepstakes

Quick and Easy for Participants

The Sponsor placed ads in social media and in-store. To enter the text to win sweepstakes, participants simply text the word SANJUAN to the number 65047 for a chance to win. Each entrant then received a link (see below) to the branded Entry Page (below), where they could complete their entry by submitting their name, age (required for all alcohol sponsors) and email. The mobile numbers were automatically captured by the Sweeppea Platform.

San Juan Seltzer Text to Win Sweepstakes Text Message
Text message response with link to Entry page.
San Juan Seltzer Text to Win Sweepstakes Entry Page
Sweepstakes Entry Page

Which Stores Performed Well?

San Juan Seltzer was interested in learning where the participants were located when they entered the sweepstakes. As part of the Entry form, San Juan asked participants to share which store they were at when they entered. (See questions section of the Entry form below).

Conclusion

Picture by @nicoleevents

Everyone loves summer! Aligning your brand with summer activities by leveraging a sweepstakes that adds excitement to the summertime vibes creates a recipe for sales success. Using your social media channels to promote your sweepstakes, while positioning your brand front-and-center at retailers is a win-win combination for all.

Cheers to San Juan Seltzer for a well-executed promotion!

Objectives

  • Sales
  • Awareness
  • Increase followers

Results

  • Sales increased
  • Hundreds of participants entered
  • Social media followers increased
  • Brand learned which retailers had the best performance
  • Winners: 10
  • Grand Prize: All expense paid trip to San Juan Islands
  • 1st Place Prizes: Ronix Wakesurf Boards

Who Needs Abbreviated Rules for Their Text-to-Win Sweepstakes? Alcohol Companies and Others

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Left Hand Brewing Sweepstakes Marketing Via Social Media – Case Study

Left Hand Brewery Sweepstakes - Entry Page

Left Hand Brewing, one of Colorado’s most beloved breweries was looking to launch its new summer flavor “Wheels Gose ‘Round”. The crisp raspberry and lemon Gose wheat style beer designed to help raise awareness for Multiple Sclerosis research and quench the thirst of  Team Left Hand Bike MS riders.

Following the MS bicycle ride theme, Left Hand created a text to win sweepstakes for a chance to win a cooler with wheels that attaches to a bicycle. Marrying a new a product launch with a tie-in to Multiple Sclerosis research support.

Social Media Marketing On Facebook, Instagram, and Twitter

Left Hand promoted its text to win sweepstakes using their existing social media channels with the focus of promoting the product, cause and engaging new followers.

Below are examples the posts on Facebook, Instagram and Twitter.

eft Hand Brewery Sweepstakes - Facebook Post
Facebook Post

 

Left Hand Brewery Sweepstakes - Instagram Post
Instagram Post

 

Left Hand Brewery Sweepstakes - Twitter Post
Twitter Post

Goal – Awareness and Followers

The brewery wanted to reach loyal fans to bring awareness to the cause and to its new summer flavor. Leveraging Sweeppea’s text to win sweepstakes platform, Left Hands’ ad agency, Propensity Media, was able to create a sweepstakes that reached the target audience with a fun and engaging promotion. Most of the advertising was done via social media to help increase followers by offering an exciting prize. The prize (Rovr Roll45 Cooler with Bike attachment + swag) incentive drove shares across all social channels.

Sweepstakes Entry Page – Quick and Easy

The Sponsor placed ads in social media and in-store. To enter the text to win sweepstakes, all the participant had to do was to simply text the word LEFTHAND to the number 65047 for a chance to win. Each entrant then received a link to the branded Entry Page (below), where they could complete their entry by submitting their name, age (required for all alcohol sponsors) and email The mobile numbers were automatically captured by the Sweeppea Platform.

Left Hand Brewing Text to Win Sweepstakes Entry Page
Sweepstakes Entry Page

Conclusion

Leveraging your existing social media channels to educate your customers on new products and reach new beer fans, while positioning your brand as a company that supports a national cause is a win-win for all. Cheers to Left Hand Brewery!

Objectives

  • New Product Launch
  • Cause Awareness
  • Increase Followers

Results

  • Hundreds of Participants Entered
  • Social Media Followers Increased
  • Winners: 1

Prize

Prize(s): One (1) Grand Prize Winner will be awarded a Colorado Prize Pack, consisting of: One (1) Rovr Roll45 Cooler with Bike attachment, One (1) Left Hand Brewing “Colorado Flag” logo t-shirt; One (1) Team Left Hand cycling socks and snapback hat; Two (2) Wheels Gose ‘Round water bottles and two (2) Wheels Gose ‘Round bandanas; one (1) Left Hand Brewing bike bell; and two (2) pair logo sunglasses, Approximate Retail Value (ARV) of all prize(s) combined is $580

Why Alcohol Brands Must Take Care With Their Sweepstakes Prizes

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D. G. Yuengling & Son Brewery Text to Win Sweepstakes Targets Hispanic Consumers in Spanish

D. G. Yuengling & Son Brewery Text to Win Sweepatkes Targets Hispanic Consumers in Spanish - Product

D. G. Yuengling & Son, established in 1829, is the is the oldest operating brewing company in America and they know that staying power and market leadership comes be appealing to the ever changing customer demographics.

Hispanic Market Focus
Forbes Magazine, in their “How The U.S. Hispanic Market Is Changing This Year” mentions that there are 131 million multicultural Americans, making up 37.5% of the U.S. population, with Hispanics accounting for the largest portion at 19.6%. Knowing that the Hispanic consumer is a powerful buying force, D. G. Yuengling & Son is engaging this market by advertising to them in their native language, Spanish.

D. G. Yuengling & Son Brewery Text to Win Sweepatkes Targets Hispanic Consumers in Spanish - Brewery Location

D. G. Yuengling & Son Brewery in Pottsville, PA

The Forbes article mentions that “Brands looking to reach younger consumer groups, specifically those who are Hispanic, will need to adapt their advertising campaigns to include relevant messaging and delivery at the right time and on the right platforms.” Furthermore, “Because Hispanics are the youngest ethnic group in America, they have more spending years than non-Hispanics.”

Retail Promotion Details
The brewery partnered with retailers that attract Hispanics buyers to offer a sweepstakes promotion in Spanish. The participants were offered the chance to win a branded, high-quality domino table if they entered the sweepstakes. Knowing full-well that consumers in a retail environment have multiple shopping tasks to complete and attention is at a premium, D. G. Yuengling & Son choose to capture consumers on-the-go, at stores, and retailers thru a text to win type of sweepstakes. Text to win promotions make it easy and fast to enter the sweepstakes. There no need to remember a website address or complete a paper entry form.

Sweepstakes Entry Method
All the participants had to do to enter was send a text with the word DOMINO1  to the number 65074 and the Sweeppea text to win platform handled the age verification (21+), collected participant’s entry information (Name, email, age and state) and drew winners.

D. G. Yuengling & Son Brewery Text to Win Sweepatkes Targets Hispanic Consumers in Spanish - Case Card
Yuengling’s POS Case Card in Spanish

Sweepstakes Services
Sweeppea handled POS case cards reviews, winner drawing and rules compliance verification, prize acceptance, publicity and liability release, and prize delivery. It was a successful promotion for ‘America’s Oldest Brewery’ and to that we say “Salud” to all beer lovers.

Objective:

  • Build awareness for the brad among Hispanic consumers
  • Engage on-the-go customers
  • Increase cases orders

Promotional Channels:

  • In-store materials at POS

Outcome:

  • Case orders increased
  • Hundreds of participants entered
  • A database of customers with name, age, mobile, and email was gained.

Prize: One (1) Yuengling branded domino table. Approximate Retail Value of the prize $650.00

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