Concept: Launch a timely campaign to kick off the summer season and showcase Good Humor ice cream available at Walmart.
Good Humor is asking their fans to follow the truck this summer for the chance to win a variety of summer-themed prize packages, including a Six Flags Theme Park Package and MLB tickets. Until June 30, fans will be able to enter by uploading a photo of themselves using the Good Humor brand filters, where they will then be entered for the chance to win. Good Humor’s Photo Lab campaign is a great example that shopper marketing campaigns can come in many forms today!
Shopper marketing is no longer just coupons and endcap displays (you can read more about that here in our Shopper Marketer eBook), and likewise, brands and retailers are no longer distinct entities. Today, brands and retailers can share both a traditional and a digital space. As part of their latest sweepstakes, Good Humor made the savvy choice to also highlight their retail partnership with Walmart - encouraging consumers to check out Good Humor ice cream available at the mega-retailer.
DCI Score Overview: 266
Good Humor’s “Sweet Summer Adventure” sweepstakes’ DCI score is a combination of an Engagement Score (ES) of 370 and Virality Score (VS) of 162. Their campaign is benefiting from easy photo upload capabilities and a timely call-to-action with relevant prizes.
Check out more details below on best practices you can incorporate into your digital campaigns to increase Engagement and Virality.
Engagement Score (ES): 370
Virality Score (VS): 162
Learn more about how you can launch your own Photo Lab campaign here.