Responsive: Competition for Emmi Caffè Latte

The festival season will soon be upon us, and thanks to the Responsive agency's competition, Emmi Caffè Latte connoisseurs will have the chance to enjoy a very special festival and brand experience. But only those who start packing now can win. From March 14 to June 5, participants can collect items to fill up their festival backpacks and win 66 festival packages.

Instead of making life easy for themselves and offering a banal raffle, the Responsive agency designed and implemented a special high involvement promotion. In order to finish packing their festival backpack and thus win, participants need a total of six different festival items. They receive these via the raffle codes - to be found on all promotion packages - and a random generator.

This involving game mechanism encourages participants to collect and consume Emmi Caffè Latte 4-packs throughout the promotion. After an initial wave of attention-grabbing communication, the promotion becomes a self-runner and the sales effect and loyalty to the product are strengthened. A viral spread for extended new customer acquisition was also considered: Participants receive a free code when they invite friends to the Raffle invite

With its full responsive design, the competition is playable on all output devices - including mobile. Participants thus have the opportunity anytime and anywhere to take their backpack full of anticipation and play for the prizes.

To ensure that the participants' data is carefully managed and reusable, the agency uses its sophisticated Game Center. On the one hand, the sweepstakes database is an important tool for detailed reporting, and on the other hand, the client Emmi can reuse the data; be it for newsletters or other promotions.

Responsible Emmi: Marina Niederberger (Brand Manager), Jolanda Vögeli (Group Brand), Manager Fabienne Locher (Trainee Marketing). Responsible at Responsive: Patrik Marty, Tuan Nguyen.