Sampling/Trial Promotion
Client Kikkoman
Challenge
Most consumers have little to no awareness of the 60 savory products in Kikkoman’s portfolio. In particular, we needed customers to experience “there’s more to Kikkoman than just soy” via Kikkoman’s premiere growth products: Panko Bread Crumbs and Ponzu Sauce.
Insight
86% of consumers simultaneously use a mobile internet connection and engage with multiple media while watching television
Idea
Elevate Kikkoman to be a Master Chef-Worthy ingredient.
How it works
For the first time ever, The Next Iron Chef viewers were able to try the secret ingredient right after its reveal! With all eyes captivated on the surprising and delicious dishes, each viewer had the chance to immediately download one of 150,000 $3.00 coupons, essentially making the product free.
But they had to act quickly – the high-value coupons were only available for 48 hours.
Results
Kikkoman delivered a unique, never-been-done-before program that drove trial. We transformed a traditional one-way TV sponsorship into a trial-driving program that leveraged the consumers’ dual-screen “viewing and interacting” behavior to bring the product right inside their home.
Achieved 127% of coupon goal with 140,000 printed in 48 hours.
Achieved 375% of the redemption goal with over 75% redemption, moving 110,000 units.
And people noticed, with high-profile publications like The New York Times, Reuters, PROMO Magazine and Marketing Daily picking up the story.
Award
PRO - Gold
Best Sampling or Trial Recruitment Promotion