It’s pretty rare for a fast food, erm, quick service restaurant promotional contest to be engaging. McDonalds’ annual Monopoly game is really the gold standard - but even that you have to be pretty committed to eating your Maccas in order to win. And the latest Monopoly card I got told me to “Download the app and scan the code for a 1 in 5 chance to win.” That sounds like a lot of work for… a chance.
Conversely, with new Boost Juice “Vacay with Boost”… EVERYONE IS A WINNER. Even if it’s just a dollar or two off your next juice. What makes it really compelling is the multimedia factor: First you get a card handed to you with a unique code. Then you enter it at BoostVacay.com.au where you meet “Burning Man Dave” who is totally obnoxious but entertaining too. A video plays where it feels like Dave is typing your number into his system to see if you won - it almost feels a bit like the viral hit “Subservient Chicken” from Burger King circa 2004. (Has it really been 14 years since Subservient Chicken?)
Then, for the gamblers out there, you’re given the chance to swap your number for a different prize. To do so, you type your phone number into the screen and the next minute your phone rings and it’s, yep, Burning Man Dave (note: he has nothing to do with actual Burning Man festival) telling you what your new prize is. I ended up with the same $2 off my next Boost.
Although it may sound like a lot of work, it’s not. Rather, it’s all very effortless and engaging - with a unique irreverence that Boost manages to pull off nicely. The grand prizes are trips to wacky places like the Toilet Museum in New Delhi India, Dracula’s castle in Transylvania and Area 51 in Nevada.
Of course from a business strategy standpoint, the real measure of success of a contest like this is: Does it drive more store sales? No doubt Monopoly does for Maccas as people try to get all the pieces and trade with their friends (or sell pieces online even). I’ll keep this card with me for next time I’m in a shopping centre, and yes it’s more likely I’ll redeem it when I might not have without it. They also have my phone number now too which is possibly where the real business value exists for the company. Plus, the promotion has strengthened the brand as being somewhere between a jester and an outlaw if you follow brand archetypes. For all these reasons this counts as a form of RADvertising at Insights Grill headquarters. :)