COMPETITION STRATEGY • ART DIRECTION
PRINT & DIGITAL DESIGN
PRINT & DIGITAL DESIGN
Hi Spirits owned Paddy Irish Whiskey wanted to run an exclusive instore competition to celebrate their partnership with London Irish Rugby club by giving away tickets to key fixtures throughout the season in addition to other prizes such as merchandise.
Tasked with the creation of the mechanic and of the print and digital design, the finalised mechanic saw an uplift in sales in the associated stores and the prizes very quickly ran through, requiring an additional supply to be brought in to meet demand.
The flow for the site design itself was kept clean and simple allowing the user to quickly move through all stages of the site from age gate to final result with the fewest number of page clicks.
Competition site user journey
Upon landing, the user was instantly prompted to enter their unique code. If the code matched one of the prizes the user was notified what they had won, if match tickets they were able to select from a range of fixtures over the season, if merchandise they were able to choose appropriate sizing for replica shirts and jackets.
The user was then guided down a data collection path, finalised by the need to provide proof of purchase via an image upload of a suitable receipt. Once complete the user was provided the option to find out more about Paddy Irish Whisky via a link to their site, visit the London Irish site or of course, enter again.
Site screens and confirmation email
With the site completed, the physical neck tag was then designed taking on the aesthetic from the site design. The neck tags were designed to sit on the promotional bottle providing consumers with information about the competition, directions on how to enter and each tag was printed with a unique entry code to be entered via the promotional website.
Neck tag designs and final instore placement
