NORMS Restaurant’s 70th Anniversary Sweepstakes – Case Study

 

NORM'S Sweepstakes Social Media Ads
Instagram and Social Media Ads Creative example.

Norms Restaurants, the Southern California diner-style restaurant and icon was celebrating its 70th Anniversary and wanted to offer patrons a chance to win $70,000 in cash. Besides creating buzz and excitement with such a large prize, Norms wanted to increase restaurant traffic and add new members to its 24/& Rewards club for all 20 locations.

Marketing Objectives

Norms’ marketing agency, Brandtailers, was tasked with creating the promotion. Brandtailers planned the sweepstakes concept and reached out to Sweeppea to help launch and administer the text to win sweepstakes. Working with Norms’ marketing department, Brandtailers designed the creative and media placement. Norms leveraged their established social channels, website, email and in-restaurant TV displays to offer the promotion to all patrons and followers.

Sales Objective

Leveraging the excitement of the promotion, Norms offered a $5 Off $25 coupon available to everyone who entered the sweepstakes. This coupon could be redeemed on the next visit, helping increase repeat business while guaranteeing a minimum purchase of $25 per order. The Sweeppea sweepstakes platform provided the “Thank You” page with the $5 off coupon that was shown to all participants who completed the Entry form.

 

NORM'S Restaurant Sweepstakes Text to Win Thank You Page Coupon Text to Win“Thank You for Entering” Page with $5 Off coupon

How to Offer a $70K Cash Prize

Norms knows that everyone loves giving (and receiving) big cash prizes. Using Sweeppea’s Prize Indemnity Insurance, the restaurant chain was able to offer 1 winner a chance to win a $70,000 Grand Prize, a $25,000 secondary prize or a guaranteed $700 cash prize. They did this while paying only a portion of the prize’s cost. Sweeppea provided prize insurance which, through a game of chance, insures the Sponsor on a large prize payout. In the event that the winner drew the large cash prize, Sweeppea would pay for it through the insurance. This way the Sponsor can offer exciting, anniversary-worthy sweepstakes prizes, without worrying about a large cash payout.

NORMS Restaurant Sweepstakes Text to Win

NORMS 70th Anniversary Sweepstakes winner

Sweepstakes Entry Method

Norms chose the text-to-win style of sweepstakes entry method to increase participation rates and make it easy for patrons to enter while sitting at the restaurant’s famous booths. Placing the call-to-action “Text NORMS to 65047 for a chance to win $70,000″ at display locations in each restaurant encouraged guests to enter and offered instructions on how to do so from their mobile phones. After participants entered, they’d get a link to an Entry Page.

 

NORM'S Restaurant Sweepstakes Text to Win Entry PageEntry page captures the name, mobile number, email and zip code of the participant.

Sweepstakes Services

Sweeppea handled POS ad reviews, winner drawing, rules compliance verification, prize acceptance, publicity and liability release, and prize delivery. It was a successful promotion for one of L.A.’s most iconic diners and we look forward to celebrating many more anniversaries.

Objective

  • Celebrate the brand’s 70th Anniversary
  • Increase restaurant foot-traffic
  • Increase sales
  • Increase loyalty program membership

Promotional Channels

  • In-store materials at cash register
  • In-store TV display screens
  • In-store door glass clings
  • Social Media
  • Website
  • Email

Outcome

  • Coupon redemption happiness. (We were not privy to the redemption rates, but we know the client was very happy.)
  • NORM’S 24/7 Reward Club increased membership.
  • Thousands of participants entered over the 2 month period.
  • A database of customers with name, age, zip code and email was gained, giving Norms insights into who their customers are today.

Prizes: One (1) Grand Prize will be awarded at the end of the promotion. Prizes available include a prize of a check for $70,000 (Approximate Retail Value or ARV: $70,000); a prize of a check for $25,000 (ARV: $25,0000); OR a prize of a check for $700 (ARV: $700).

Prize Drawing: The potential winner will be verified once the Administrator confirms eligibility. Once verified, the Winner will be invited to play the “pick ‘til you win” lucky envelope game (the Game). The Game consists of the winner choosing from among forty (40) envelopes. Five (5) of the envelopes will contain a certificate for the $70,000 prize, six (6) of the envelopes will contain a certificate for the $25,000 prize, and twenty-nine (29) of the envelopes will contain a certificate for the $700 prize. The Winner will choose and open one (1) envelope at a time, revealing the prize certificate contained. The Winner wins the prize associated with the amount designated by the first five (5) matching certificates revealed in the Game.

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