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Since the launch of premium frozen Mexican food brand José Olé’s 10th Anniversary Celebration “Come Join the Party” sweepstakes in March, thousands of consumers have entered for the chance to throw a $20,000 “Party of Your Dreams.” As well as offering a shot at winning a fabulous fiesta, each entry triggers a $1 contribution from José Olé to all 170 Children’s Miracle Network hospitals, up to a total of $170,000. Further, the fact that consumers can also enter on a weekly basis to win drawings for one of 46 $500 party prize packages means that just a few months into its year-long celebration, contributions had already exceeded $125,000 by May, according to the brand of Houston-based Windsor Foods.
The integrated campaign employs a range of promotional platforms, from traditional FSI’s, trade advertising and POS displays to cutting-edge social media and e-mail campaigns. This best-of-both-worlds approach has led to success beyond expectations for José Olé’s brand awareness and sales growth objectives, along with its charitable goal.
“We’re very excited about how quickly our celebration has gained momentum,” noted José Olé director of marketing Rob Berry Sr. “Joining new media with tried-and-true channels in a campaign that’s ‘feel-good’ has been great for our business and our consumers. The combination will help launch José Olé’s second decade of providing restaurant-quality, premium frozen Mexican food to homes across the nation.”
The campaign rolled out with a national FSI, and further drops are planned throughout the year. José Olé is additionally promoting the effort at retail with vibrant displays offering coupons and sweepstakes entry information.
The online component of the campaign includes material accessible at www.joseole.com, where the song “Hot! Hot! Hot!” (featuring the highly appropriate “Olé, Olé, Olé, Olé” refrain) welcomes visitors. In addition to inviting entries for both the anniversary and weekly sweepstakes, the site contains such engaging campaign-specific content as polls and recipes. A link on the site takes fans to a Facebook page where visitors can post photos of themselves rocking a José Olé-style handlebar mustache. Additionally, a Twitter feed offers coupon opportunities, updates on contributions to Children’s Miracle Network, news on weekly winners and answers to consumer questions.
One result of the campaign is a sizable opt-in e-mail list for a new e-newsletter, the first of which was recently sent out.
Children’s Miracle Network hospitals and José Olé are also running co-promotions on each others’ Web sites and in national public relations and publicity efforts.
According to Berry: “We still have months of fun and excitement to go, leading up to the selection of our $20,000 ‘Party of Your Dreams’ winner. We encourage consumers to keep entering and help us reach our $170,000 donation goal for The Children’s Miracle Network way ahead of schedule!”
In addition to “Come Join the Party,” José Olé has sponsored a popular yearly recipe contest enabling consumers to show their culinary expertise through the creation of recipes featuring items from the brand’s product line.