Case Study
How Dr. Oetker engaged 81,000+ consumers with their viral, digital 'Find Giuseppe' contest
Dr. Oetker invited customers to purchase Giuseppe products to receive PIN codes that could be redeemed for discounts and merch on the Giuseppe Shoppe website.
Problem
Creating an ownable, yearly promotion that engages pizza-loving consumers. Continuing to build momentum for the Giuseppe brand while increasing emotional engagement, affinity, awareness, trial, and repeat sales.
Solution
Consumers were invited to purchase participating Giuseppe Pizzeria products to acquire a PIN Code and enter it on the contest microsite. Consumers could then digitally search for Giuseppe onscreen using a digital magnifying glass.
Points were given to users based on their speed and accuracy of finding Giuseppe as well as for entering PIN codes.
127,589
Shares on social media
81,200
Number of entries
31%
Returning visitors (over the course of the program)
