TipTop
Sonic competition engine helps TipTop to engage with their customers
Market Sector: Consumer
Product: Competition Engine, Custom Development
THE BRIEF
As part of their campaign to promote their bread products, TipTop told the nation that they had ‘gone soft’. They wanted a way to engage with their customers as part of a high profile three month promotion. This engagement was a way of assessing the success of their print and TV adverts as well as allowing them to build a marketing database.
SOLUTION
The Sonic competition engine allowed customers to enter a competition and vote for their favorite “Hardcore Hero” putting them in the draw to win prizes including a meeting with their “Hero”.
Ease of entry and fraud prevention were key for TipTop. We integrated our competition engine with a website to allow entries from all formats, whilst only allowing one entry per code, some custom built modules allowed TipTop to check for fraudulent entries as well as have their own custom built reporting module to show instant results and easy to understand ROI metrics.
RESULTS
SMS entries outnumbered the web by approximately 45%.
The success allowed TipTop to see that mobile marketing was a cost effective method of communication, and the method their customers preferred.
As the promotion was tied in with print and TV advertising, it also allowed TipTop to measure how effective that campaign was and whether or not those adverts encouraged entries.
