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SOMA

Let the Games Begin!

How do promotions, sweeps, and contests drive sales, increase loyalty and make your brand a winner? HGX’s latest promo to benefit Special Olympics Massachusetts (SOMA) does all three.

Try it for yourself! Play the game at www.somawin.com until April 1.

This particular promo’s goal was not only to engage SOMA volunteers, fundraisers, athletes and their families to “like” SOMA’s Facebook page, but to also convert “likes” into Papa Gino’s store visits to redeem coupon.

So far, we’re looking at a 10% response rate compared to the 2.3% return from traditional direct mail. That’s a winning score.

The game was announced through the SOMA electronic newsletter (recipients could click and immediately like and play) and a scratch-card-type handout at events.

Each player had to provide their full name, a valid email address and zip code and agree to the terms & conditions in order to play. The prize pool consists of smartphone cases, cell phone skins, music downloads, and free large and small Papa Gino’s pizzas and coupons.

There are a lot of potential winners here: the brand awareness increases for the recipients of the prizes, the brand visibility and loyalty increases via branded phone cases and skins, and SOMA gets a new pool of contacts who will hopefully be converted to volunteers, donors, fundraisers and followers. In addition, Papa Gino’s gains foot traffic and incremental revenue through restaurant sales.

There are a lot of moving parts in a promotion like this and HGX managed all of the pieces from start to finish, including the design and production of:

•Scratch card handouts
•Facebook game landing page
•Web button and ad graphics for use in e-newsletter and correspondences
•Custom designs for phone cases and skins
•Prize production and distribution

The next promotion will ideally be rolled out not only across the web, but with a mobile game app that allows recipients of the email and handout to play on-the-spot on their Smart Phones.

Interested in how fun-and-games can bring you visibility and create buzz? Contact us to learn more.