Launch Creative Marketing Helps State Fair Brand® Give Away $500,000 Grand Prize for “Dream Home” Promotion

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Sara Lee’s State Fair Brand® Corn Dogs recently awarded the once-in-a-lifetime “Dream Home” Sweepstakes $500,000 Grand Prize in the winner’s home state of Tennessee. The online promotion was developed by Launch Creative Marketing to increase brand awareness and help build purchase frequency. The sweepstakes Web site has received more than 250,000 unique registrations and over 1.65 million game plays, and the promotion has grown State Fair Brand’s® consumer email database by 400%. The promotion's mobile overlay was a first for the State Fair Brand®.

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“We were really excited by the opportunity to think strategically about State Fair Brand’s business challenges and develop a program that really resonated with consumers,” said Launch President, Kevin Keating.

Sara Lee’s State Fair Brand® Corn Dogs recently awarded the once-in-a-lifetime “Dream Home” Sweepstakes $500,000 Grand Prize in the winner’s home state of Tennessee.

The online promotion was developed by Launch Creative Marketing to increase brand awareness and help build purchase frequency. The sweepstakes Web site has received more than 250,000 unique registrations and over 1.65 million game plays, and the promotion has grown State Fair Brand’s® consumer email database by 400%.

State Fair Brand’s® “Dream Home” is an interactive online game that gives consumers the opportunity to try and collect all six virtual rooms on the “Dream Home” microsite using codes from special promotional packaging. In addition to the recently awarded grand prize, participants can win one of 10,000 instant prizes to improve their homes, like HDTVs, appliances, grills and other items that would help them build their dream home.

The nine month long integrated and targeted marketing campaign leverages two key insights Launch discovered about the consumer: that moms are active online, and that they dream about home ownership. Consumer research strongly reinforced the importance of the latter insight. While Launch tested a variety of promotion concepts using its SmartCreativeTM process, “Dream Home” was the clear winner—a result confirmed by such dynamic and active consumer participation.

Promoted on-pack, via email and in freestanding newspaper inserts, the sweepstakes includes Sara Lee’s first-ever mobile promotion overlay. Consumers opt-in to mobile messaging by texting “StateFair” for updates about remaining prizes, and they can link to a mobile version of the “Dream Home” microsite. So far, the overlay boasts a very high opt-in rate and shows consistent repeat visits to the mobile site. The promotion ran through October 31.

“We were really excited by the opportunity to think strategically about State Fair Brand’s® business challenges and develop a program that really resonated with consumers,” said Launch President, Kevin Keating. “Even better is that the winner is a small town teacher and mother, and a long-time fan of the State Fair Brand®, who can really use the Grand Prize to create her ‘Dream Home.’”

In spite of strong price pressures, State Fair Brand® continues to lead the category in market share and is ranked America’s #1 corn dog.

About Launch Creative Marketing
Launch Creative Marketing is a shopper engagement marketing agency with expertise in leveraging insights to create memorable brand experiences through branding and packaging, and shopper, promotional and digital marketing. Launch creates innovative ideas and provides leadership branding in the marketplace for clients such as Sara Lee Corporation, ConAgra Foods and a number of others. For more information visit LaunchCreative.com or follow Launch at TheLaunchBlog.com.

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Amanda Keating
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