Coles is currently running an exclusive promotion, whereby customers can win over 10,000 tickets to One Direction concerts across Australia.
Buy one of 600+ products for a chance to win
The retailer has partnered with the British band to promote their 'Take Me Home' tour of Australia in October this year. The majority of tickets can be won by purchasing selected products in-store between 5 June to 30 July. Customers who buy one of these 600+ products that are included in the promotion, will then have to log onto the Coles website, enter their receipt details, which will register one entry for every product purchased, and wait to hear if they are one of the lucky winners.
Driving awareness via social media
As well as hoping to create excitement around the offers in-store and on its website, the promotion is targeted at driving traffic to Coles' Facebook page. Customers have another chance to enter the competition if they 'Like' the Coles Facebook page. They then have to flip a picture of a lanyard for the chance to instantly win one of 60 tickets to a martinee concert in Sydney, which will be put on exclusively for a total of 10,000 Coles winners. If customers are unlucky, the retailer is also giving away 200 x AU$25 Coles Gift Cards as runners up prizes.
Compelling, unique and engaging marketing
Coles has supported the campaign with its own website that includes information on how to enter and a video advert of the band talking about the promotion. In its recent strategy update to investors, Coles Managing Director, Ian McLeod, highlighted the work the retailer had done to build more compelling, unique and engaging marketing material, which consumers recalled as being associated to the Coles brand. Like many other recent campaigns, this is a great example as to how the retailer has combined with well known celebrities to deliver promotions that create excitement and deliver personality.