An instant win promotion is that where the consumer wins a prize by pure chance that they have purchased a winning pack.  This type of promotion, where there is no skill or judgement involved, carries a mandatory plain paper entry route (Northern Ireland only).  Also known as a “No Purchase Necessary”  entry, the promoter must provide this route to comply with UK law.  This law means that the promoter has to give any consumers who wish to enter by this route an equal chance of winning as they would have if they purchased a promotional pack.  In the early days of this type of promotion, the brand would supply the handling house with pallets of promotional stock.  Packs would actually be opened for each No Purchase Necessary application received - clearly an expensive issue for the brands.  OneFee has developed computer software that simulates the chance of a consumer winning, thereby relieving the need for promoters to supply promotional stock.  Furthermore, the OneFee fixed fee concept includes the risk of prizes being won via this route irrespective of how many entries are received. 

Instant win promotions come in a variety of guises, all of which will have differing redemption rates.  For example, a win message that tells the consumer what they have won will redeem more highly than if it were a code that the consumer had to enter online to see if they had won. 

In the this case study, Braun were targeting 16 - 24 year old males with their cruZer3 shaver / hairstyling product.   They had identified that this audience would be motivated by live music festivals and extreme sports.  OneFee put together an on-pack promotion that was redeemed online.  Inside the pack there was a free lanyard (cruZer3 branded) and attached to this was a pass card printed with a unique reference number (URN).  The consumer then went online to the promotional micro-site where they entered their URN.  Top prize winners won a pair of tickets to a music festival or live gig worth up to £100.  Everyone that entered, including top prize winners, qualified for a two for one voucher for one of eight extreme sports activities.  These vouchers were downloaded from the site.
 

Instant Wins

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Brand:  Braun cruZer3

Promotion Type:  Instant Win and gift with purchase

Mechanic:  Consumer entered a code number from promotional pack to win festival tickets and to claim a free two for one voucher

Communication:  On-pack

OneFee role:  Source and supply lanyards, print pass cards, set up promotional web site, source and supply festival tickets, source and supply two for one offers, manage campaign redemption