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Case Study 8: Weetabix - Treasure Island (UK)
Working with Weetabix’s Promotion agency Umbrella UK advised on the entire financial structure and provided a fixed fee to cover the cost of the Instant Win mechanic including the handling at an assumed redemption %.
Product
Weetabix
Promotion
Weetabix Treasure Island Instant Win
Promoter
Weetabix Food Co.
Promotion Period
1st August 2009 - 30th November 2010
The Mechanics......
Consumers purchased a promotional pack and had the opportunity of winning a cash prize. Each pack had a unique reference number which the consumer entered on the website to find out if they had won a prize. Each unique reference number could only be used once. Prizes ranged from £10 to £100,000.
Umbrella UK were able to forecast redemption levels across the various prize tiers and provide a risk solution accordingly.
