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Ricola USA
In October of 2005, Ricola launched its “Thanks a Million Contest.” Ricola invited consumers to find the “Mystery Cougher” in their city, offer him or her a Ricola cough drop and get a chance to win money, including a grand prize of $1,000,000. Ricola’s agency utilized traditional media such as radio ads, free-standing inserts (FSI) in newspapers, and point-of-sale ads to promote the contest, but they needed to do more to reach consumers. So, Ricola selected JPL Productions to promote the contest online.
To accomplish Ricola’s goals, JPL developed a strategic plan which included the following:
- The Ricola “Thanks a Million” website to get consumers to sign up to participate in the promotion
- An email marketing campaign to draw consumers into the contest with the delivery of regional clues about the location of the Mystery Cougher.
- Targeted online national and regional advertising to increase the number of participants
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In January 2006, JPL created and designed the Ricola “Thanks a Million” website and online marketing for the campaign.
Once consumers began signing up through the site, JPL used branded emails to give them access to exclusive clues about the Mystery Cougher’s location, including major cities such as New York, Philadelphia, Los Angeles, and Houston. JPL designed and managed the email campaign and sent the clues out to regional audiences across the nation each week.
In order to raise awareness of the Mystery Cougher contest and increase participation in the promotion, JPL strategically placed both banner ads and text ads on a variety of websites. This online advertising combined with traditional advertising created an integrated marketing approach that got results.
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Please note: This promotion has officially ended.
Participation in the Ricola “Thanks a Million” promotion increased substantially with the implementation of the email and online advertising components. Here are some of the key successes of the online campaign:
- 53% increase in subscribers
- 93% increase in average daily subscribers
- 12.6 million impressions from ads
- 114% increase in average daily visitor sessions
The integrated marketing campaign, which included traditional media and viral campaigns, was extremely successful in driving traffic to the websites and increasing participation in the promotion.
Take a look at JPL’s other e-Marketing solutions and let us know how we can help you make your next project a success.
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