Danone North America’s Oikos Triple Zero activated its sponsorship of the National Football League Draft with an “Extra Point” instant-win game and sweepstakes at Kroger.
Kroger loyalty cardholders could play the Oikos “Extra Point” instant-win game from Feb. 10 through March 23 by visiting OikosExtraPoint.com and following instructions to kick a virtual football through a goal post. The game awarded $10 NFLShop.com gift cards to 500 winners, $25 cards to 100 winners and $50 cards to 50 winners. Players who did not win received a digital coupon for 50 cents off an Oikos protein-packed SKU. Participants were automatically entered in the sweepstakes, which was to award a pair of tickets to the NFL Draft. (The draft was subsequently closed to the public.) Inmar - YouTech, Daly City, California, administered the sweeps, game and promotional site.
The game/sweeps was an “evolved version” of the Oikos “Flavor Draft” program the brand ran at Kroger in both 2018 and 2019, says Courtney Donohue, Danone’s shopper marketing manager for Kroger. The Flavor Draft program encouraged shoppers to vote for one of three flavors of Oikos Triple Zero and enter a sweeps to win a trip to attend the NFL Draft and one of 200 NFLShop.com gift cards. The winning flavor also rolled out exclusively to Kroger stores.
“I believe it’s important to continue to bring new and different marketing solutions to our retail partners and thought [the Extra Point program] would be a great way to keep shoppers engaged and amplify our Oikos and NFL partnership,” Donohue says.
Similar to last year, Millennial men and women are the program’s target demographic. Donohue also adds that the Oikos shopper finds protein “to be a top priority in their diet, so this insight is what helped drive the creative and approach on who [we’re] reaching through targeting efforts.”
The marketing campaign this year tapped bloggers Katie Cooksey (of the “Kroger Krazy” blog) and Wendy Traylor. Both influencers plugged the sweeps across their social media channels with Traylor, for example, positioning Oikos as an ideal protein-packed meal and her “favorite on-the-go breakfast” when paired with Kroger private label Simple Truth granola. The campaign also included:
• an ad in Hour Media Group’s Cincinnati Magazine.
• Facebook ads via Kroger Precision Marketing.
• in-store violators and bunker displays.