Shopper Marketing: SoBe’s “Snap Into Your Escape” Sweepstakes

Pongr’s image recognition technology allows brands to turn their existing CPGs into direct response advertising without making any packaging modifications. With our computer vision system, taking pictures of a brand logo or product becomes an alternative to using QR codes or under the cap codes.

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SoBe fans who Snap and Send pics of their favorite drinks get automatically entered in the sweepstakes. (Double click to enlarge image).

SoBe Lifewater recently wrapped up its “Snap Into Your Escape” Sweepstakes, giving its fans a chance to win once-in-a-lifetime experiences just for photographing its 20-ounce bottle with the logo showing.

Consumers SNAP pics of their SoBe drinks and SEND them by email or text to sobe@pongr.com. Correctly matched photos (verified with Pongr computer vision) are instantly sent a confirmation message for one entry in the Sweepstakes. Fans were allowed one entry per day during the summer-long promotion.

The Grand Prizes (50) were $500 gift certificates for Cloud 9 Living, a service that connects you with unique and memorable gift experiences such as skydiving, race car driving and luxury spa packages. An additional 100 First Prizes of $100 Cloud 9 Living certificates were given away in the drawing.

So photographing the SoBe logo could have led to you to become a fighter pilot for a day or enjoy a Volcanic Stone Massage.

Although the Sweepstakes entry requirements only involved snapping the SoBe logo, some “fans” used the opportunity to share their unique sense of humor!

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SoBe Fan Photos (Double click to enlarge)

In New York, Otto the Cat got into the action. Wonder if Cloud 9 Living offers any feline-friendly experiences?

sobe catAnd who can resist this orange-haired cutie?

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SoBe Fan Photo (Double click to enlarge.)

Logos and packaging are two of a brand’s most valuable assets. Building a promotion around brand imagery is a preferable way to advertise versus asking customers to engage with barcodes or serial numbers.

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Image recognition tools are ideal for filtering large volumes of contest or sweepstakes entries. Double click to see the full stream of customer photos.

Brands that launch Photo Response Marketing campaigns do not need to incur the extra expense of special printing or package modifications. The call to action for a contest, sweepstakes or promotion can be 100 percent digital — activated through social media channels and direct email.

(Learn more about using image recognition technology as an alternative to printing in-pack or on-pack advertising. Check out Pongr’s Shopper Marketing Technology Webinar in collaboration with Hip Digital Media.)

 

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