To help support the launch of EA Sports’ 2016 issue of Madden Football, EA partnered with Walmart and Snickers Bars for the Madden NFL 16 Play the Playmaker Sweepstakes where consumers could enter for a chance to win the grand prize – the opportunity to play Madden NFL 16 with NFL Pro Patrick Peterson as well as other related prizes.
STRATEGY + SOLUTION
The promotion took place exclusively at Walmart Stores. Consumers who purchased both the game and bag(s) of SNICKERS® brand products (3.4oz or larger) were entered into the sweepstakes. Consumers entered the sweepstakes via their cell phones using receipt recognition technology. Everyone who entered also received a code to download a Snickers Madden Ultimate Team Playmaker Pack.
- TRG handled implementation of digital receipt platform, all campaign creative, and website development
- To help generate support/awareness, In-store advertising was launched prior to the promotion start
- Digital marketing support included banner ads on Walmart.com and EGM.now, plus sweepstakes site seeding in 28 of the top directories
- Grand Prize included a trip for two to Phoenix, AZ to play Madden NFL 16 with NFL Pro Patrick Peterson (airfare, hotel included), 10 First Place winners received a customized Madden NFL 16 artwork & NFL Pro signed football, 5 Second Place Winners received signed memorabilia from the NFL team of their choice