Client Requirements

As part of the ongoing marketing and promotions of the Cadbury Dairy Milk Centenary, the client required an online redemption function that allowed customers with a Happiness Express badged chocolate bar to go online and use the code printed inside the wrapper and find out whether they had won a European city break.

Technologies Utilized

Customized Application to fit within a MCMS framework (.NET).

Results

5 figure redemptions per day, over 7 figure redemptions in total over the first 3 months.

Happiness Express formed a seasonal element to a year long celebration of Cadbury Dairy Milk. The primary thrust of the campaign being sharing good times and events with the consumer. Online featured heavily throughout the campaign both as a platform and as a redemption vehicle.

We created a solution that allowed the backend administrator to view results in a variety of formats as well as amend prize details as necessary. Emails were despatched automatically to key parties on a daily basis, showing results as well as additional instant internal email notification related to key prizes and instant validation for prize winners. With over 1,000,000 prizes to be won, we created a database containing over 200 million unique records in a secure environment working in association with Gtech, the creators of the National Lottery.

In addition to the ability to win instantly, we also created a unique, 2 for 1 online redemption printable voucher with bar code for use at Tussauds Group attractions. Over 90,000 unique codes were available for this family prize.