Shopper Marketing on Fountain Drink Cups: Circle K and Mountain Dew Voltage Serve Up “Ultimate NYC Getaway”


Circle K stores recently teamed with Mountain Dew Voltage for a summer fountain drink promotion. These stickers at the soda counter instruct customers how to enter the contest.

Fountain drinks are a guaranteed magnet for gas stations to lure customers into their convenience stores. In many cases, drink cups are used to further build up brand identity. At many Circle K stores, their Polar Pop display takes up an entire wall.  The cup itself is billed as the attraction, in this case having greater insulation for keeping cold drinks cold.

polar pop inside 2Polar Pop cups are also stars outside the store, wooing thirsty consumers from the walls and the ice cooler.

polar pop outsideOver the summer, Circle K teamed with Mountain Dew Voltage to give Polar Pop the full celebrity treatment. Customers who photographed the cups and emailed or texted their pics to were automatically entered into a drawing for a 4-night “Electric Trip” for 2 to New York City.

The “Feel the Charge” promotion was powered by Pongr’s image recognition and direct response platform. Pongr’s system will automatically identify product packaging and brand logos in photos taken from different angles and in different lighting conditions. After sending in their photos, participants instantly receive an email or text message confirming their entry and/or offering exclusive deals or content.

Brands can use their existing cups or packaging and do not need to print QR codes, use stickers or any other modifications.

Nine regional grand prizes were given away in the Circle K sweepstakes. The trips included roundtrip airfare, a private car tour of NYC, $400 in spending money and even trapeze lessons. Customers who sent in Polar Pop pictures were also eligible to win a slate of other prizes, including MP3 players and various Mountain Dew memorabilia.  Along with the sweepstakes, there were also instant win prizes of $25 Circle K gift certificates.

Prizes aside, fountain drink promotions give convenience stores an opportunity to engage with their most loyal customers. Although the “Feel The Charge” sweepstakes asked for only photos of the cups, some gregarious customers chose to pose with their drinks in the store or their car.


Mountain Dew Voltage takes center stage.

Other fans weren’t satisfied with just one pose:


The advantage of centering a photo promotion around fountain drink cups is that it is the ideal product to keep driving customers back to the store.

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POLAR POP FUN — Take a peek at some of the customer photo entries in Circle K’s “Feel The Charge” sweepstakes. (Double Click to Enlarge).

Pongr’s image recognition and direct response tools also can be integrated with a brand’s existing loyalty programs or CRM.

(Pongr develops computer vision tools for brands and agencies to monetize customer photos shared on social networks. Learn more about our Photo Response Marketing technology that turn any brand logo or packaging into direct response advertising.)


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