Case study: KIT KAT & NHL loyalty Program

Brand: Nestlé Program: KIT KAT & NHL Partnership Loyalty Program

Background: Nestlé sought to extend the success of their annual KIT KAT and NHL partnership into its fifth consecutive year. Their primary objectives were to bolster consumer engagement, expand their CRM database, and drive product sales.

Challenge: Maintaining momentum and interest in a recurring promotional campaign can be challenging. The brand needed to innovate the existing program to keep it fresh and appealing, ensuring continued enthusiasm and participation from consumers.

Solution: The Brand developed a dynamic purchase-based instant win program combined with a sweepstakes overlay. Consumers purchasing qualifying KIT KAT products were invited to upload their till slips to dedicated URLs for English and French-speaking customers (English URL, French URL). This process was streamlined through The Brand's cutting-edge receipt processing technology, ensuring easy participation.

Program Mechanics:

• Instant Win: Upon uploading their till slip, consumers could instantly win one of over 200 NHL-related prizes, adding an exciting layer of immediate gratification to their purchase.

• Sweepstakes Entry: Each till slip upload also served as an entry into a grand sweepstakes, with the grand prize being a trip for two to the 2024 Stanley Cup Finals.

Results: The program successfully continued to engage consumers, significantly increasing participation rates from the previous year. The dual-layered approach of instant rewards and a grand prize sweepstakes created a compelling reason for customers to purchase and participate, leading to a noticeable boost in sales and an expansion of Nestlé's CRM database.

Conclusion: This case study exemplifies how maintaining consumer interest in annual promotional campaigns can be achieved through innovative solutions that offer immediate rewards and exciting opportunities. The Brand's seamless integration of technology and marketing strategy played a pivotal role in the sustained success of the KIT KAT and NHL partnership program.