By Guest Blogger, Donna DeClemente, Donna's Promo Talk
We're kicking of the beginning of the 2013 Henkel Helps Get Kids Fit campaign this week. Henkel is the parent company for many well-known brands such as Dial, Purex, Soft Scrub, Right Guard, Renuzit and more. Henkel has been running this campaign for the past several years with the goal to help schools and families get kids fit. In the past they have accomplished this by awarding cash prizes to schools through video and essay contests and to families through sweepstakes. I was originally involved in their 2011 campaign and was excited to be invited back to help launch this year's program.
Henkel wanted to simplify the program this year and change it up a bit adding a huge mobile component. They decided to partner with Shoparoo along with the Alliance for a Healthier Generation. From July 24 through October 31 those who purchase products of qualifying Henkel brands will be entered in a drawing to receive a $25 gift card along with a $5,000 donation for their chosen school. Plus bonus points will be awarded that will result in a donation from Henkel of up to $15,000 to the Alliance for a Healthier Generation which was founded by the American Heart Association and the William J. Clinton Foundation as a response to the growing rate of childhood obesity. They work to reduce the prevalence of childhood obesity and to empower kids to develop lifelong, healthy habits.
So how does this all work? Consumers use the free Shoparoo app that they can download to their smartphone from the Apple App Store or Google Play and start turning their shopping trips into points for cash. Once they purchase one of the qualifying Henkel products they just snap a picture of their shopping receipt showing the purchase to earn these bonus points and an entry into the sweepstakes. Weekly drawings will take place during the campaign period in which 10 names will be drawn each week to receive a $25 gift card and then their names will be posted on Henkelhelps.com. A total of 200 gift cards will be awarded throughout the campaign.
The website also has a sweepstakes entry form that allows people to enter without purchase and to select their designated school. The sweepstakes allows one entry per day regardless of the method of entry. At the end of the campaign a separate drawing will be held from all the entries received (both through Shoparoo and from the entry form) to select the one school that will receive the $5,000 donation. Almost every K - 12 school in America is already listed within Shoparoo for a participant to select and if not Shoparoo will gladly add it within 24 hours upon request.
Since Shoparoo works off a mobile app, the Henkelhelps.com website was built with both a desktop and a mobile version. Mobile is now key to a truly cross-channel campaign as it enables consumers to connect with a the brands across both digital and traditional media channels. The campaign will be promoted via in-store displays, ads, email and through social media channels both from Henkel North America and through the various brands associated with the campaign. There is a Henkel Helps Facebook page that currently still shows last year's school winner, but will be updated this week before the full launch on July 24. There are social media share links on the website that encourage people to share with their friends and family to help increase chances for their school to be awarded the $5,000.
So I invite you to visit Henkelhelps.com and help spread the word about the program. It's a win-win for all involved.