Study: Consumer Sweepstakes
Client: Swisher International
Program Name: Explore The Country
To design a consumer sweepstakes that ultimately drives sales and
recognizes brand loyalty.
In the fall of 1999, Swisher International decided to run their
first ever Consumer Sweepstakes with the famous "Swisher Sweets"
Cigar brand. Robustelli Incentives & Motivation, working closely
with Swisher International and the brand's Agency of Record (Morgan
& Partners) developed the "Explore The Country" theme
for this promotion. Explore The Country was recommended
to generate excitement and to tie in with Swisher's brand imagery
and demographics. The prize pool was carefully selected to feature
brand name merchandise that closely supported the program name.
Consumers were able to enter the sweepstakes online and by mail.
"Explore The Country" was promoted through a full page
magazine advertisement that appeared in national publications including
Field & Stream, Outdoor Life, Bassmaster, Playboy, Sporting
News and Sports Illustrated. In-store displays with tear tab entry
forms were also created and distributed to tobacco retailers nationwide.
Approximately $500,000.00 in national advertising was spent to promote
By adding a four month sweepstakes element to their existing media
advertising campaign, Swisher was able to cost-effectively solidify
brand loyalty with their existing customers and drive sales - thus
increasing market share for the category. The sweepstakes also produced
a valuable consumer database that will be used for future promotional
Over 35,000 individuals entered the "Explore The Country"
sweepstakes for a chance to win one of over 36 prizes including
the Grand Prize 2002 Chevy Silverado 4X4 Pick-up. Additional prizes
included a Polaris 4X4 ATV, Old Town Kayak, Jeep Full-Suspension
Mountain Bike, Gamin GPX units, Motorola Talk-a-bout 2-Way Radios,
Nikon Binoculars, Bushnell Rangefinders, Camp Trails Backpacks,
and Johnston & Murphy Chukka Style Hiking Boots.