Toblerone Gold Activation
Toblerone Promotion - Scratch and Win - Activation
Communication plan
Buzz in social media
Pictures
We will create a buzz by posting interesting content for our target arround the gold theme.
We will release the promotion campaign online, 1 or 2 weeks before the promotion takes place, in order to build up the excitement around it even before it begins.
Website
All the information about the promotion: Locations of the activation, mechanics and a countdown.
In order to work perfectly on every device and ensure usability, this website is designed as a responsive interface that adapts to various screen resolutions and dimensions. It uses Google Maps’ platform to view the locations.
Games
We will invite people to go to the promotion website and play a new game every day. This will capture the attention of our target, before the promotion begins.
Scratch & Win card
If the consumers spend AED 10 on Toblerone bars, they will get a Scratch & Win card. On one side, we will explain the mechanics along with the terms and conditions. The other side will be the scratch surface that reveals the result upon scratching.
If the consumer wins, the message will read: “Congratulations! You have won a Gold XXXX!”.
The size of the card is A6.
The Scratch & Win card will reveal a special code allowing consumers to participate in the online contest. Consumers who purchase more Toblerone bars, and share the promotion on Facebook and Twitter, will have a higher chance of winning.
How does it work?
1. Register the special code found on the Scratch & Win card at www.tobleronego4gold.com
2. The more codes you have, the more points you collect.
3. You can also win points by sharing the web page on Facebook and Twitter.
4. Every week, we will reward those who have accumulated the most number of points and then reboot for a new round.
Tracking of the promotion
The website must have the latest information about the stores and winners during the promotion. That way we will provide the audience a place to follow the activation and receive regular updates.
A dedicated content management team will ensure that these daily website updates are carried out.
Content to be updated:
• Winners
• Prizes left
• Participants
• Prizes left
• Participants
The information to be updated in the website must come every day from every store.
Generic stands
We will use our existing stands and gondolas, already placed in stores, to communicate the promotion.
