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10,000 England Rugby Balls to be won with Tyrells Crisps.

The Promotion

As Official Crisp of England Rugby and Title Partner of Tyrrells Premier 15s, Tyrells paired with the RFU to offer a 5 month on-pack promotion across all their main SKUs.

With the UK’s 2018’s variable weather affecting potato stocks, this two-tier activity was planned to increase market share and combat competitor activity.  Using an on-pack code as the entry route, the instant win on-line promotion offered a chance to win a Gilbert rugby ball.  Entrants were then added to a weekly prize draw to win 1 of 40 pairs of England Rugby tickets at Twickenham.  In addition to on-pack branding, the offer was supported by national and On Demand TV adverts, trade press coverage and social media activity.

The Mechanic

To enter, the purchaser was required to enter the unique code from their pack together with some basic contact details on the promotional website. Winners we selected using a computerised, secure algorithm and the relevant win/lose message was automatically displayed. Winners received a win confirmation email with details of how to claim. Claims were made via the same promotional website where postal addresses and proof of purchase images were uploaded. Weekly prize draws took place to award prizes (between 1-5 pairs of tickets per week) with winners being contacted by email/phone.

The Service

EMIRAT covered the potential pay-outs with its fixed fee coverage, whilst managing the full project management, handling and fulfilment of the promotion. In addition to creating and hosting a  secure promotional website, the team provided complete winner management services, validated claims, provided prize stock storage and dispatch as well as in-depth analytical promotional reporting.

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