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McCain's looks to gamification with 'Lucky Spuds' competition


By The Drum Team | Editorial

March 16, 2012 | 2 min read

The launch of McCain’s on-pack promotion will be supported through an online gaming experience and social media strategy, developed by CMW.

The digital and social media campaign, running across McCain Home Chips, Oven Chips, Rustic Chips, Hash Browns and Roast Potatoes, will begin on 19 March, running over a period of 84 days, offering a daily £1,000 prize, as well as an overall grand prize of £100,000.

Gamification will also utilised with the development of online game concept ‘Lucky Spuds’, where consumers are able to register their details to play, while they can also enter on-pack codes into the Facebook page. The fastest time recorded each day will see that player win the £1,000 prize, with the overall fastest score winning the £100,000 grand prize.

The on-pack promotion has been devised by Blue Chip Marketing, while media planning and buying is being overseen by PHD and PR by Nexus PR.

Liz Wilson, CEO of CMW, said: “In early 2011 CMW was appointed by McCain to support its new and forward looking approach to marketing and its increasingly multi-channel vision. Since then we have continued to build on our relationship with McCain, growing our involvement across each channel by providing a wide range of expertise covering brand building, trial, loyalty and community strategies.

Rachael Smith, senior brand communications manager at McCain Foods, added: “We are confident that ‘Lucky Spuds’ will deliver cut-through in the freezer aisle and drive incremental sales. CMW’s creative game play and robust online strategy will play a key role in delivering our all important commercial returns as well as communicating the core superior quality brand message that only the luckiest spuds get to be McCain Chips.

“We have quickly come to depend on CMW as an important strategic partner. The quality of advice and implementation they give us means we are totally comfortable with using the digital channels they recommend to launch our largest promotional initiative ever.”

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