JTI
Winston in pack promotionA very successful promotional and database gathering mechanic for a brand belonging to an industry under pressure in terms of advertising limitations.
ObjectivesThe goal was to aggressively push sales whilst creating a sizeable database of smokers over a three-month period.
The Campaign
An instant win mechanism was implemented using unique codes printed on leaflets in every pack. Consumers texted in their details, and were offered the choice to become members of the Winston Club and find out immediately whether they had won any of the 100,000 presents being given away.
In addition, to drive repeat purchase, every code sent awarded players with points which secured extra places in the final draw for grand prizes. Players had the ability to check their points status throughout the game.
Results
The ease of response as well as the transparent instant win mechanic resulted in a record participation from packs sold as well as the creation of a sizeable permission database enabling future communication in an industry with ever declining communication channels to draw upon.
We were amazed at how effortlessly Upstream grasped the needs and preferences of our subscriber base and formulated a customized promotion strategy 
Winston in pack promotionA very successful promotional and database gathering mechanic for a brand belonging to an industry under pressure in terms of advertising limitations.
ObjectivesThe goal was to aggressively push sales whilst creating a sizeable database of smokers over a three-month period.
An instant win mechanism was implemented using unique codes printed on leaflets in every pack. Consumers texted in their details, and were offered the choice to become members of the Winston Club and find out immediately whether they had won any of the 100,000 presents being given away.
In addition, to drive repeat purchase, every code sent awarded players with points which secured extra places in the final draw for grand prizes. Players had the ability to check their points status throughout the game.
The ease of response as well as the transparent instant win mechanic resulted in a record participation from packs sold as well as the creation of a sizeable permission database enabling future communication in an industry with ever declining communication channels to draw upon.