Distributor: For the Love of the Game

A fantasy-like football promotion conquers three objectives at once for a national distributor

The Client’s Current State and Key Results

Program Design

Knowing the client’s priorities, HMI offered a promotional platform: an online football-based promotion, with a twist. Run during football season, contractors had the opportunity to compete for weekly prizes and a grand prize, which included one of HMI’s All For You Carefree Collection Packages.

Here’s how it worked.

After registering for the promotion, participating contractors would make six picks every week, choosing which teams they predicted would win throughout the entire football season. That’s 17 weeks of engagement!

Every correct pick would grant the participants points, and at the end of the season, the participant with the most points won the grand prize! Underdog picks rewarded more points. On top of earning points for picks, the platform offered bonus point opportunities weekly.

Utilizing this capability, the client could ask the participants questions and offer interactive asks. For instance, the client could have participants watch a video or visit a certain area of their website. They could also include links to training modules and ask questions to help build up their marketing database.

For participants

Interacting with bonus point opportunities was essential and could  potentially make the difference for week to week and seasonal wins. These bonus point opportunities are where much of the value of the promotion came in, having a captive audience to interact with through the lens of a fun and exciting promotion.

At the end of every week, top scorers would also win prizes. The grand prize reward would attract enrollment while the weekly prizes ensured adoption and on-going engagement. The promotion offered live leaderboards where participants could monitor their standing week to week.

For the vendors

Finally, the platform offered branding opportunities for both the client and their vendors/sponsors. With logos and banner ads present throughout, targeted messages promoting vendors or products were designed and displayed regularly.

Strategy & Implementation

Bonus point opportunities that allowed for interaction with the client were offered throughout the promotion.

• • Designed to capture mindshare from contractors
  • Platform capabilities helped to secure necessary data
  • Varying prizing to entice all audiences
  • Sponsoring vendors were showcased
  • Multi-layered engagement strategies
  • Dedicated incentive program management team

Award Opportunities

• Weekly prizes such as…
  • HMI’s Game On! Sports Packages
  • Name-Brand Merchandise
  • Gift cards from over 90 retailers
• The Grand Prize
  • HMI’s Carefree Collection
    • An all-inclusive resort stay at a handpicked destination
    • Gorgeous beaches, invigorating activities, and legendary nightlife
• Sweet victory over their fellow contractors