KitKat, the NHL, and a fifth year

Nestlé wanted a fifth year of the KitKat and NHL partnership to feel new, not familiar. The aims were the same as a first year: more engagement, a bigger CRM, and more sales. The risk with a repeat is that last year’s players shrug.

The mechanic

Buy a qualifying KitKat product and upload the till slip. English-speaking and French-speaking shoppers each had their own page, so the entry matched the audience. The upload was the whole participation. No new app, no form that asked for the basket twice.

Two prizes, one slip

• Instant win. The upload could win one of more than 200 NHL prizes on the spot.
• The sweepstakes. The same slip was an entry to a trip for two to the 2024 Stanley Cup Finals.

The instant prize is the reason to upload today. The finals trip is the reason to care about the draw. SmartRewards can send the instant prize. The draw sits on the same accepted slip. Participation rose on the year before, sales moved, and the CRM grew, because people had a reason to buy and a reason to send the slip.

To plan one, email andrew@brazenlabs.co.za. Loyalty that starts from a purchase is covered in SmartLoyalty.