Introduction
Stoney, a prominent South African beverage brand, collaborated with McDonald's to launch a highly engaging campaign leveraging the innovative Smartslip technology.
The "Stoney McDonald's Drive-Through" campaign, which ran from September 24 to October 1, 2022, aimed to boost consumer engagement and drive sales through an easy entry mechanic and attractive rewards.
Campaign Overview
The campaign encouraged customers to purchase the Blitzbokke Boerie Meal via the McDonald's app. To enter the competition, consumers simply needed to take a picture of their till slip and send it via WhatsApp to a designated number.
Each valid till slip submission granted the consumer an entry into a draw to win one of 250 pairs of exclusive Stoney Bathu sneakers.
This straightforward process ensured high participation and maximized consumer convenience.
Smartslip Solution
The Smartslip solution was integral to the campaign's success, offering several key advantages:
Till Slip Verification: Smartslip enabled efficient verification of till slips, ensuring only legitimate entries were considered, thus maintaining the integrity of the competition.
Easy Entry Mechanic: By utilizing WhatsApp, a widely used and familiar platform, the entry process was made exceptionally easy for consumers, encouraging higher participation rates.
Consumer Data Insights: Alongside the competition entries, Smartslip facilitated the collection of valuable consumer data, helping Stoney understand their customer base better and tailor future marketing efforts.
Consumer Journey
The consumer journey was designed to be as seamless and engaging as possible:
Awareness: The campaign was promoted through the McDonald's app and in-store materials, ensuring broad visibility and consumer interest.
Purchase: Consumers bought the Blitzbokke Boerie Meal via the McDonald's app.
Submission: After making the purchase, consumers snapped a photo of their till slip and sent it to the designated WhatsApp number.
Entry: Each valid till slip submission automatically entered the consumer into the draw to win exclusive Stoney Bathu sneakers.
Benefits to the Brand
The campaign delivered multiple benefits to Stoney:
Increased Sales: The integration of the competition with a purchase requirement directly drove product sales.
Enhanced Consumer Engagement: The attractive rewards and simple entry process kept consumers engaged and excited about the brand.
Brand Loyalty: By offering desirable rewards, Stoney reinforced brand loyalty and encouraged repeat purchases.
Valuable Consumer Data: The campaign allowed Stoney to gather and analyze consumer data, providing insights that could inform future marketing strategies and product development.
Reporting and Insights
The Smartslip technology provided comprehensive reporting on the campaign’s performance.
Key metrics included:
Total Entries: The number of till slips submitted and verified.
Total Consumers: The number of unique participants.
Entries Per Consumer: The average number of entries per consumer, indicating the level of consumer engagement.
Entries Over Time: The distribution of entries over the campaign period, helping to identify peak engagement times.
Conclusion
The "Stoney McDonald's Drive-Through" campaign exemplified how leveraging Smartslip technology can create a successful and engaging marketing initiative.
By simplifying the entry process through WhatsApp and offering compelling rewards,
Stoney effectively increased sales, enhanced consumer engagement, and gathered valuable data.
Through this innovative approach, Stoney not only boosted its market presence but also strengthened its relationship with consumers, setting a benchmark for future marketing campaigns.
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