Running June 15 to Aug. 14, the game involved custom Oreo, Chips Ahoy!, Ritz and Belvita SKUs containing on-pack, scratch-off game pieces revealing instant winners of a prize pool containing a grand-prize $150,000 and 33 second-prize, 65-inch smart TVs. The scratch-off game pieces also contain collect-to-win game logos participants amassed to vie for one of 240 $1,000 Visa gift cards. Southfield, MI-based Merkle/Hello World administered, operating a promotional web page (collectsnack.com) where participants submitted their game piece codes.
The cause component served to extend the promotion’s reach via social media by asking consumers to share the specially marked packages on Facebook, Instagram or Twitter. In stores, the custom SKUs were merchandised together and flagged with “United Together” shelf signs telling shoppers that each share will trigger a $1 donation to Feeding America. Mondelez guaranteed a minimum donation of $10,000 and capped it at $50,000.
Online, Walmart sold a "collect to win snack bundle" comprising Oreo, Ritz and Chips Ahoy! family-size packs. Mondelez also ran a walmart.com display ad spotted on June 26 that positioned Ritz, Chips Ahoy! And Oreo as “snacks to stock up on” without referencing the promotion. Sponsored posts from various bloggers supported.
Mondelez has staged similar promotions at Walmart for at least the last two years, though this seems to be the first time Belvita has participated. Last year’s effort ran from Aug. 25 through Nov. 1. The instant-win component awarded 1 million $5 Vudu codes (Walmart had since sold the streaming platform to NBCUniversal’s Fandango division, which will continue operating Walmart’s digital movie and TV store on walmart.com) while the collect-to-win portion awarded $10,000 Walmart gift cards to 10 winners and $1,000 store gift cards to another 1,000 winners.