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SNICKERS turned its Football Edition packs into a measurable consumer engagement journey, pairing GoPay rewards with a four-card collection mechanic. Grivy connected packaging-code validation with reward claims, giving consumers a reason to participate after purchase and giving the brand visibility into how they engaged.
Turning Football Excitement Into Pack Participation
SNICKERS brought football excitement into everyday purchases through special-edition packs containing collectible cards and unique codes. Consumers could scan the QR code, submit their packaging code for a GoPay reward, and collect four card labels for a chance to win a VIP stadium pass. Grivy connected each validated code to a reward claim and tracked collection activity, helping SNICKERS understand what happened after consumers opened the pack.
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Connect pack purchases with measurable consumer engagement
SNICKERS aimed to encourage packaging-code submissions and reward participation while understanding how consumers progressed through the promotion. Beyond claim volume, the brand wanted visibility into repeat code submissions, collection behaviour, and the points where consumers needed more support to complete the journey.
A QR-entry promotion connecting packaging-code validation to GoPay reward claims, with a separate photo-upload journey for collectible-card submissions.
Complete reward-claim conversion and clearer participation insights
The reported funnel achieved a 100% reward claim rate from validated packaging codes. This does not indicate that all rewards were delivered; the report notes delayed GoPay payouts. The campaign finished strongly, with the final week recording the highest weekly valid-code volume. Tracking also revealed how participation varied across consumers, locations, and times, providing direction for future promotions.
SNICKERS gained a clearer connection between physical packs and digital participation. These insights support future improvements to purchase-location guidance, reward delivery, and collection milestones that give consumers a reason to return.
