Dannon and NFL

Campaign enhanced by a consumer sweepstakes

Cause Marketing Shopper Campaign

THE CHALLENGE: Drive volume, generate awareness, and encourage consumers to enjoy one yogurt every day to satisfy dairy nutritional requirements.

OUR SOLUTION: Create a cause marketing shopper campaign enhanced by a consumer sweepstakes. We teamed up with the NFL and Feeding America to create a text-to-give program that automatically entered users for a chance to win a trip to Super Bowl 50.


How It Worked: #1 POS encouraged consumers to text “MEALS” to 80077 to enter sweepstakes for NFL prizes. #2 For each entry, Dannon® donates $5 (the equivalent of 50 meals) to Feeding America. #3 Consumer could match a $5 donation directly via phone bill or microsite.

The Results

We nearly TRIPLED our 500,000 meal-donation goal by generating 1,437,500 meals for Feeding America.

Team

Client – Dannon

Agency – TFG

Teammates – Bart M., Carrie H., Matt C., and Michele C.