Sara Lee Just My Size Something Beautiful Everyday Sweepstakes
Just My Size, a division of Sara Lee, was launching a new bra product and wanted to drive awareness of through a multifaceted promotional program. A sweepstakes was developed in which consumers could enter online or purchase the specific product and enter manually via mail-in UPC for chances to win everyday. The prizes ranged from a JMS style bra to a DVD player once a week, plus a grand prize trip for two to the winner’s destination choice of valued at up to $5,000. Winners were announced on the site weekly, encouraging consumer to come back to see if they have won.
Two prints ad in Wal-Mart’s All You Magazine featured the produce and promoted the sweepstakes. A BRC tip-in had a sweepstakes entry form that was mailed by the consumer providing an additional opportunity for name capture as well as a way to enter the sweepstakes. In addition, a direct mail package was sent to the Sara Lee database on consumers who had interacted with the JMS brand in the past. This leveraged the promotion and drove awareness as well as website traffic to register and earn more about JMS.