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Bid and Win with Cheebay

Objective

Drive sales of Cheetos amongst ‘tween’ audience and increase brand affinity.

Strategy

Gives ‘tweens’ full control in a rich and engaging sales promotion.

We devised a promotional mechanic to give ‘tweens’ control of what they could win and how they won it via a ground-breaking online auction. This digitally-led promotion used in-pack codes, in-store POS, TV and social media to deliver a fully integrated campaign. The website featured a powerful auction engine and CMS to deal with user registrations, security and prize fulfilment. Run in Russia, Spain and Israel, total website visits exceeded 2.8 million and sales increased in every market with some up to 27% YOY.