P-O-P Spotlight: Brands Promote Sweepstakes
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations that our boots on the ground recently captured in stores.
This time, we’re showcasing how brands promote sweepstakes through in-store activations.
Diageo’s Guinness is commanding attention in-stores with themed St. Patrick’s Day activations ahead of the March 17 holiday. At a Chicagoland Jewel-Osco, the beer brand took over prime merchandising space alongside other holiday essentials, including bottles of Baileys, Pernod Ricard’s Jameson, red solo cups and, importantly, Sprecher Brewery’s iconic seasonal Green River soda.
A Guinness standee touts the brand’s St. Patty’s “40 Days of Guinness Giveaways" sweepstakes, encouraging shoppers to “join the countdown” to the holiday and participate by scanning a QR code. Additionally, large “Good time for a Guinness” signs are affixed to the top of the endcap.
PepsiCo’s Celsius is leveraging its position as a returning partner of the annual CMA Fest (Country Music Association festival) with summery freestanding displays, spotted at Kroger. Stacks of Celsius cans and cases are positioned next to back-to-back branded refrigerated displays with a “Celsius Essential Vibes Tour” sign depicting palm trees and a boom box atop. The back of the display features more signage with the same messaging alongside the CMA Fest logo, encouraging shoppers to scan a QR code and enter a sweepstakes to win a trip to the music festival in June.
Tito’s Vodka deployed special floorstands promoting a cause effort supporting nonprofit organization Pets for Vets that tied in a sweepstakes. The floorstand, spotted at a Casey’s convenience store in Itasca, Illinois, depicted a “Make every pour generous with Tito’s” message alongside a QR code directing to more information on the cause and the entry site where consumers can enter to win backyard gear for “you and your pet.”
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
