suremen world cup
Consumers buying one of the new Suremen Sports Defence cans were directed on-line (via the on-pack sticker) to find out which World Cup team/country they would be supporting as part of this promotion. If their team was one of the final eight in South Africa, they qualified for a cash prize. And they qualified for a greater cash amount the closer they got to the final – so quarter-finalists £5, semi-finalists £15, losing finalists £25 and a winning team £50. Their progression through the game was communicated to them via SMS.
Umbrella worked on the prize structure, based on the odds of teams winning and the forecasted redemption rates. Umbrella’s objective is always to maximise a brand’s ROI.