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DIAMOND FOODS: SNACKBOWL 2011

For Super Bowl season, Diamond Foods needed a single promotion uniting their three premium snack brands — Emerald Nuts, Pop Secret and Kettle Brand Chips. The promotion needed to enable the sales force to secure merchandising and cut through the clutter in the snack aisle. Thus, the Snack Bowl was born.

Products:

  • Contest
  • Instant Win

Service Utilizes:

  • Creative
  • Development
  • Admin
  • Fulfillment
  • Legal
  • Strategy

THE IDEA

A unique sponsorship presented the opportunity for consumers to compete for a once-in-a-lifetime opportunity to be honored as the Ultimate Party Hall of Famer at the Pro Football Hall of Fame. Users would nominate and vote for themselves or others in the Snack Bowl for a chance to win the ultimate bragging rights.

VOTE FOR GLORY

Users could cast their vote daily for the person they thought should be honored. They could even cast a vote for themselves. With each vote came a chance to instantly win $50 in Pro Football Hall of Fame Merchandise.

A BRANDING TRIPLE THREAT

To incorporate branding into the instant win game and staying true to the Snack Bowl theme, we placed the three brand logos onto football helmets in place of team logos. Users would select three helmets to turn over to find out if they won. MULTIPLE WAYS TO ENTER Users could share their big party stories by uploading photos or existing videos or by enabling their webcam and recording their story of snacking supremacy right then and there.

2012 SILVER REGGIE AWARD WINNER

Snack Bowl received the honor of a Silver Reggie Award in the category of Best Promotion Sponsorship. The Reggie Awards are presented annually by the Promotion Marketing Association (PMA).