Case study: Consumer Prize Campaign

SAN MIGUEL: THE BEST IS YET TO COME

  • Prize Bespoke Spanish Themed Experiences
  • Platform On-Pack Promotion
  • Sector Alcohol

“It’s been an absolute pleasure working with Black Tomato. We have received amazing feedback from the end client and also from the winners who were able to experience these amazing prizes. Throughout the campaign, they were super supportive and great to work with. We won’t need to work with anyone else in the future.”

San Miguel Campaign Director

Las Fallas Celebrations in Valencia

What did the client want?

San Miguel believes that if you live your life with curiosity and optimism, great things will happen. So with that in mind, the client aimed to create a promotion that would credibly position San Miguel as an ‘experience seeking’ brand, rewarding curiosity and optimism with great experiences. We were asked to create and fulfil a set of once-in-a-lifetime, experience-based prizes that would encourage consumers to engage with the brand; eight unique and life-enriching travel experiences linked to Spanish culture, with winners learning a new skill or benefitting from some local insider knowledge.

What made it stand out?

Each experience needed a local expert to mark it out as something completely unique and add an educational twist. So we put out the call to our worldwide network of contacts and enlisted their help in locating specialists in each destination.

With a local expert secured in each destination, we set about creating a series of incredible, money can’t buy itineraries including an Amazon survival experience in Ecuador, private access to Valencia’s Las Fallas festival, sailing lessons in Gibraltar and piloting hot air balloons over the hills of Barcelona. Winners were also taught the art of landing feisty Catalonian catfish under the guidance of a championship fisherman, tutored in horse riding in Andalusia by a real cowboy, educated in vital bushcraft survival skills and taught to navigate a yacht using nothing but the stars.

And what made these experiences stand out? They were handcrafted with expert knowledge at their heart, just like San Miguel itself. On their return home, the winners were left in no doubt that the trips they had experienced had left them more ‘life rich’ than before, and they knew exactly who to thank.

Unique survival experience in the Ecuadorian Amazon
Riding horses along a beach at sunset

How did the campaign add value?

We went above and beyond to produce bespoke experiences that had never been given away before; something so much more than just a standard travel package. This included a branded hamper sent to winners before travel, each one tailored to their experience.

We are unique in the expertise we can offer; not only do we manage promotional prizes, but we operate as part of a tight-knit luxury travel group with dozens of creative in-house experts. We brought together a dream team from across the wider company to produce this catalogue of outstanding ideas and worked tirelessly to contact a very niche set of local experts; overcoming language barriers, addressing their concerns and answering their queries from the point of creation until after travel, spanning a period of more than two years.

The numbers

  • Competition page web views

  • Competition entries

  • Life rich local experts

  • Las Fallas festival puppets ceremoniously burned

  • Perfectly curated once-in-a-lifetime experiences

  • IPM COGS Silver Award 2017

Remarkable experiences, tailored to your brand

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