When Prize Promotions Go Wrong!
Don’t Fall Foul… of Sports Marketing Compliance
23 January 2024
When prize promotions go wrong they can make headlines, damage budgets and reputations. If you have watched the Netflix ‘Pepsi, Where’s my Jet’ documentary you will have seen that what started out as a loyalty scheme to encourage purchase ended in widespread negative media coverage and costly legal action.
PromoVeritas are launching a new series where we take a closer look at how campaigns have gone wrong, and the ways disaster could have been avoided. From Pepsi’s ‘Where’s My Jet’, to Brewdogs’ Solid Gold Can, Hoover’s Flights to Florida, Molly Mae’s Influencer Draw and a Boot’s Win a Trip to Barcelona!
Where’s my Jet?
Back in 1996, American consumers were encouraged to purchase Pepsi and collect points that could be redeemed for various tiers of gifts such as hoodies and t shirts. Incredibly one of the gift options was a Harrier Jump Jet. What was intended as a humorous hyperbole and exaggeration by Pepsi was spotted by student John Leonard who pooled money with some friends to acquire the points needed for the Jet. They raised the necessary $700,000 and attempted to claim their fighter jet. Pepsi rejected the claim, using the excuse that it was an error and the offer of the Jet should not have been taken seriously. Legal action then ensued.
All that glitters is not gold
The Brewdog ‘solid gold can’ promotion debacle stands out as a notable misstep in the craft beer brewers’ marketing history. Though not their first marketing scandal, it proved to be one of the most costly for Brewdog, both financially and in terms of reputation.
Everyone’s (not) a winner!
High street pharmacy, Boots, were hot with embarrassment after a “Congratulations, You Won” email was accidentally shared with thousands of Boots customers.
The Wild West of Influencer Marketing
Molly was promoting a prize draw for £8,000 worth of luxury goods. A victim of its own success due to the volume of entries that were received, they could not compliantly extract all entries to conduct the draw.
How to Run it Right!
PromoVeritas are passionate about powering promotions successfully and compliantly. Through this series we will share the potential legal consequences of promotions that are not carefully shaped and communicated.
Our recommendation to agencies and brands of all sizes is work with a Prize Promotional Specialist. With their experience of both the law and marketing, they can check the concept, prepare the terms and conditions, review the marketing communications, and act as ‘promotional bodyguards’ removing the risk of expensive blunders and errors.
See you next time…