Nescafé and a second run of Get Rich Quick

After a strong 2022 run, Nestlé Nescafé brought Get Rich Quick back with richer rewards, aimed at people who had played before and at people who had not. The audience was Canadian. The site was bilingual, English and French.

The mechanic

• Instant win. Buy a qualifying Nescafé product and upload the till slip on the campaign site. Each upload was a chance at a daily prize: a R5,000 prepaid digital card. The amounts were published in rand.
• The monthly draw. The same receipt counted toward a monthly prize of a R100,000 cheque.
• No purchase. A separate portal took a 150-word note on “Why you love Nescafé” plus a skill-testing question. That route entered the draw. It did not pretend to be a sale.

A status line, and a result

The site showed a running total of money won so far. People could see that prizes were leaving the building, which kept them playing. Participation was up on the year before, engagement was higher, and product sales moved with them. The slip was still validated before a daily card went out, and the reward was fulfilled against an entry that had passed.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.