Circle K and Monster Beverage Corp. just wrapped a sweepstakes awarding a trip to Reykjavik, Iceland, to train with professional strongman and actor Hafthor Bjornsson.
Circle K shoppers entered from Jan. 1 through Feb. 29 by purchasing three 16-ounce cans of the manufacturer's Reign Total Body Fuel energy drinks and entering their phone number during checkout, or registering via reignbodyfuel.com/iceland. Besides the grand-prize trip to Iceland, the sweeps awards 140 first-prize winners a $100 American Express or Visa gift card. Orbit Fulfillment, Nashville, TN, administers.
In stores, floorstands outfitted with account-specific headers plugged the sweeps as well as a "buy 2, get 1 free" deal on Reign SKUs. Multiple cooler racks and clings also touted the deal, which was valid through March 3.
The sweeps indirectly competed with Coca-Cola Co.'s Jan. 20 launch of Coke Energy, which marked the manufacturer's first foray in to the U.S. energy drink market. Suction racks merchandising Coke Energy tout the SKUs at Circle K, communicating a "2 for $4.29" deal.
Want to learn more about similar programs and activations? Consider attending the Path to Purchase Institute's new i3 event this May, where executives from manufacturers including Coca-Cola Co. will share their marketing and shopper insights.