Snack a Jacks have partnered with the release of the new film version of Sophie Kinsella’s best-seller ‘Confessions of a Shopaholic’ and are celebrating it with an .
The offer gives shoppers the opportunity to tell the brand what treat they would like to win and why, and then how much they need to make this treat come true.
OK, so it’s not quite as inspiring or exciting as Mars ‘Make it happen’ or more recently the current but a decent idea nonetheless if not quite as ‘brand-y’ as these examples.
Overall this is a good promotion - the link to the film is a strong fit for the target audience and the offer is clearly and simply communicated on-pack. The is attractive enough in a functional way – although it looks like it might have been the copywriter’s week off – the instructions on what the participant need to do seem to have been written by a hungover Finance Director – ‘JUSTIFY’ your treat in block capitals isn’t very friendly and ‘How much money you need to get it’ is just poor English and feels a little lazy.
Poor grammar aside, the mechanic (buy the pack and enter a code online) is a strong, recognisable one that shoppers will be comfortable with. You are however asked to do quite a lot to enter the promotion. I’m all for data capture but in this instance do you really need to know entrants’ addresses and favourite flavour of Snack a Jacks (or SAJ as our copywriting FD has abbreviated it)? This is a potential barrier to involvement.
It is of course great to have a blog on your microsite and give people the opportunity to engage with the brand - but sadly it looks like the only people interested are the agency and brand teams. Build it and they will come? Not always it seems.
I did like the incentivised ‘send to a friend’ as this felt like a solid reward (£5 off a nail treatment) for doing very little apart from type in an email address.
My one question would be one regarding audience insight – no woman I ever knew ever felt the need to justify an extravagant purchase. But then I’m a man and will never understand such things, of course.
Rating – 6 out of 10
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