FORT LAUDERDALE, Fla. -- USA Gold, a leading cigarette brand manufactured by Commonwealth Brands Inc., distributed and sold by Commonwealth - Altadis, is running an online consumer promotion that also includes a retailer appreciation component.
The consumer promotion, "Win Gold with USA Gold Photo Challenge," will giveaway $400,000 to 40 winners over four voting periods. The promotion's positioning statement "Grab A Pack. Send A Pic. Pocket $10,000 in Gold" was used in e-mail, direct mail and point-of-sale (POS) campaigns to drive traffic to www.usagoldbar.com.
The campaign, sponsored by USA Gold, asks consumers to submit a photo of themselves with any USA Gold product or promotional piece. Eligible photos are then posted to the website. Entrants are encouraged to ask their friends 21-years of age and older to log on to the website and vote for their photo. The 10 photos with the highest number of eligible and valid votes at the end of the official voting period have the choice of a gold bar valued at $10,000 or $10,000 cash.
The contest will produce 10 winners from each of the four voting periods for a total of 40 winners and $400,000. No purchase is necessary. The contest is open only to smokers at least 21 years of age as of November 15, 2011.
The retailer appreciation component consists of a two-part process. First, retailers who chose to participate in the promotion are provided with a disposable camera and asked to take photos of adult consumers in their stores with USA Gold product or promotional pieces. Participants who took 10 qualifying photos are eligible to receive a $100 gift card. No purchase is necessary.
The second part includes tracking USA Gold sales of the retailers who completed part one of the promotion. Qualification for a growth bonus will be determined by comparing benchmark numbers with the average of MSAI monthly USA Gold sales for the four-month period of December 1, 2011 – March 31, 2012. Three levels of bonus are available based on the amount of average increase of sales.
The contest is a way for Commonwealth to thank retail customers and generate awareness of USA Gold products with both the consumer and retail audience. The promotion has garnered more than 190,000 consumer votes to date and participation from nearly 1000 retailers.
Commonwealth Brands, Inc. is located in Fort Lauderdale, FL and its signature brands include USA Gold, Fortuna and Sonoma.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.