Stacy’s Snacks and OK! Magazine are tapping into the legions of “Bachelorette” fans—better known as “Bachelor Nation”—to introduce a new cheesy snack with a Hollywood-style party and sweepstakes.
The new product, Cheese Petites, are bite-sized cheese snacks designed to be enjoyed on-the-go. The launch kicked off yesterday with a Los Angeles girl’s night wine and cheese party featuring two former popular “Bachelorette” contestants—Becca Tilley and JoJo Fletcher. In attendance were local media and top-tier influencers who watched memorable moments from the TV show and listened as the two bachelorettes dished about their experiences on the popular dating show.
Also supporting the launch is OK! Magazine’s “Stacy’s Cheese Petites OMG Moments Girls’ Night In Sweepstakes” offering two fans the chance to meet Tilley. The winners will be flown to Los Angeles for a VIP meet-and-greet experience over Stacy’s Cheese Petites. Photos from the event will be shared via OK! Magazine’s properties, including its magazine, web and social sites. The sweeps ends July 31.
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Coming up with a sweepstakes prize that truly resonates with your target audience can often misfire or be so commonplace that it doesn’t attract much interest, or worse, entrants that don’t have any interest in your brand, just your prize. OK! Magazine widely covers “The Bachelor” and “The Bachelorette,” as well as the reality show’s multiple spinoffs so its readers are proven fans and likely to engage in the sweepstakes.
KFC recently ran a sweepstakes that tapped into the interest it saw in its TV spot showing spokesperson George Hamilton lounging on a huge pool float shaped like Colonel Sanders replete with pocket specifically designed to hold a bucket of KFC. The sweeps drew 263,000 entries for the chance to own one of several hundred of the floaties.
“The prize has to be something that is delightful, something consumers want and will be interested in,” KFC CMO Andrea Zahumensky says. “We don’t want to do something just because it’s a sweepstakes. It’s easy to put out a random sweepstakes and get entries, but to really delight customers you have to find something they’re going to want to talk about.”
Another recent sweeps with a smart, relevant prize was from Nestlé Waters North America and its Pure Life brand and the WWE. The sweeps asked participants to share the reasons why they choose water on WWE’s Twitter or Instagram accounts using #ChooseWaterand #Sweepstakes or by signing up at www.wwe.com/choosewater. The winner received a trip to SummerSlam on Aug. 19, including tickets to the event, roundtrip airfare and three nights’ hotel accommodations. The promotion was supported by five co-branded digital videos featuring WWE Superstars—all drinking water and talking about the benefits—that are distributed across WWE’s and Nestlé Waters North America’s digital and social channels.
“WWE has a very passionate and engaged audience and a big part of what their audience loves is their live shows. Forty percent of fans bring a child under age 14 to a show and the idea of creating a sweepstakes for a chance to win tickets to the biggest show of the summer was really a compelling offer to drive that fan engagement,” says Tara Carraro, chief corporate affairs officer at Nestlé Waters North America.
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