Today is the last day you can Roll Up The Rim online. (The in-store promotion goes until May 24th or until they run out of specially marked cups.) I know contests alter consumer buying habits because I rarely buy tea at “Tim’s”, but I frequently do during their annual contest. I managed to net myself two free coffees. WOO HOO!
But, I am not posting to brag about my $3.14 in winnings. I am writing because I was amazed at the number of prizes claimed. A marketing rule of thumb for seeded contests (a contest where you have to be lucky enough to find a winning piece, cup, can, box, etc.) is only 30% of the prizes are claimed. Yet, as I stood in line to claim my winnings, I noticed on the paper tray liner that 34 of the 35 cars being given away last year were claimed. WOW! After doing a bit of research, I discovered in 2008, 88% of all the prizes were claimed. An out-of-the-park home run for the marketing department!
I think the claim rate for prizes is so high for this promotion because in the last few years there have been a very public fight over a winning cup (Two Girls) and I think people are now rolling up every rim just to ensure they get their prize and don’t end up on the nightly news as a loser.
So, go get yourself a “double double” this sunny spring afternoon. I hope it’s a WINNER!
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