Multi-Phase Elimination Contest

Challenge

To increase fan engagement and excitement, Baskin Robbins wanted to execute a Facebook campaign that would allow fans to be involved in and make decisions for the brand. Stuzo was tasked with developing and implementing the Flash components of this promotion.

Solution

The Big Thaw is a multi-phase elimination contest that lets users pick which old ice cream flavor should be brought back from retirement. Ice cream lovers can view the flavors, read descriptions, and vote for their favorite to move on to the next round. Voters are rewarded with the opportunity to receive a special coupon for the chosen flavor. They can also sign-up to receive email offers from Baskin Robbins. A leaderboard displays the flavors currents standings with voting being cumulative until the final round. Every week, the flavor with the least votes is eliminated. Once the final four are selected, voting is restarted. The winning flavor will be brought back as a limited edition in stores.

Results

Fans were eager to participate in this tasty experience. 20,000 votes were collected in just 48 hours after the application launched. Going into the final phase, 48,000 votes have been cast. Integrating marketing components provided Baskin Robbins with invaluable user information and helped to convert fans to consumers as 22,000 emails were submitted to receive the coupon and 15,000 users opted-in to receive emails.