The site was built around the social goal of a simple, yet compelling user experience. The visually thrilling homepage allowed the consumer to submit their code, found on the front of Pemmican bags, and see if they were a winner. A unique instant win prize algorithm was configured so that no code was pre-determined to win - every entry was a gamble on that players luck. And the stakes were high, the grand prize was one pound of gold bullion. In second and third place, entrants could win a family return trip to Universal Studios Hollywood or two movie passes to see a film of their choice. The winners were immediately notified through the site when they won, and a follow-up email provided further prize redemption information.
As the user navigated their way through the site, full social integration drove fans to like Pemmican on Facebook, or sign-up to receive regular emails about upcoming brand events and giveaways. This user interaction was captured through Google Analytics, providing up-to-date data on where contestants were coming from, and traveling to.
As bags sporting Pemmican's Strike It Rich promotion badge continue to hit stores, more and more consumers are connecting with their favorite beef jerky maker online. Through this process, the brand has evolved their relationship with customers from pre or during purchase, to one that continues after the sale through the contest microsite and an ever-growing Facebook community. Consumers are identifying themselves as brand advocates and as a result, expanding the Pemmican Beef Jerky brand through their online activity.
