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 | Area/Product: Brands Client: Spar Slovenia Date: May 2010 |
By drawing the last five teams, the Spar prize game »100 fans in South Africa! «, ended. The purpose of prize game was to give 100 tickets for World Cup football match between Slovenia and England in South Africa.
The main goal of the campaign was to reach the widest audience through classical communications channels, and the most of all, to reach the viral impact of enlargement of information.
Football means socializing with friends and has a great viral potential. The message of the campaign was simple but at the same time caused growing national pride.
The campaign had also a high social component. Participants were required to assemble a team of 4 people – Captain + 3 friends. By that, the captain was required to get in contact with his friends and to make his dream team.
The viral effect was also incorporated in assembling a team – each member of generated team, had also a chance to create his own team and thereby increased the chances of winning. In addition to traditional communication channels (TV, radio, billboards, print, web, - banner), we had also communication with leaflets and online channels - www.sparjar.si, www.sparjar.com, Facebook application Spar JAR.
Both online channels had option »publish« to a profile or »share« with your friend what caused viral spread of information about the Spar prize game.
The purpose of 14-days draws was to raise and maintain tension on the prize campaign to attract buyers in Spar markets and generating PR with public communication with public about draws and winners.
