Red Bull were launching a new range of flavours and wanted SwipeStation to create a Surprise and Delight campaign to drive the uptake of the new products, without cannibalising current sales.
Red Bull already had a good understanding of their customers, but wanted to gain further insights, alongside driving interest and trial.
We delivered ‘Summer Swag’, a unique product promotion campaign. It used a ‘scan and see what you’ve won’ concept to generate demand for the new flavours and engage consumers with the brand. With every Red Bull Special Edition sold in a participating Yates’s, a red, blue or silver coupon was issued. Customers then swiped the coupon at a SwipeStation to see what they had won. Prizes ranged from food to festival tickets and were either instant wins or entry to a prize draw, with the prize draw entrants asked to rate their Red Bull Special Edition experience (from Super Tasty! to Not For Me!) to gain entry.