SONY REWARDS APRIL EARN SWEEPS

A contest to make you think

THE CHALLENGE:
How to make yet another sweeps campaign different, approachable, and centered around the members of Sony Rewards. (Or, more specifically: What’s in their heads. Literally.)

THE ANSWER:
When you’re marketing a sweeps with specific, fixed prizes – well that’s what you do. Give it a fancy name, a shiny lockup, and put the halo on the product. But, really, everyone gets it, everyone’s seen that before, and nobody thinks they really have a shot to win. It’s unreachable.

But when the winner can get whatever they want? And enter again and again (just for doing what they – and Sony Rewards – will love)?

Well, those questions became the campaign’s creative answer: What exactly would YOU do with 100K in Sony Rewards points (and what the heck would that even look like, anyway)?

THE WORK:
Having established the rationale, our goal was then to get out of the way – let the copy and art tell the story just enough to let users really consider the possibilities on their own.

To announce the campaign, we used a responsive email design with user-focused imagery and content. Upon registration, users were shown a confirmation page that led them to enter again and again by completing easy lifestyle activities – like renting a movie, or playing a game – with the goal of building longer-term engagement with Sony Rewards.

Later on, registered users were sent a new, responsive trigger email to further drive home these activities (as fun, extra entries) – while non-registered users were sent a refreshed, “last chance to register” email.

Pervasive Web modules and banners helped echo and amplify the message on SonyRewards.com and other properties throughout the campaign’s duration.