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SNICKERS turned its Football Edition pack into an instant-reward and collectible experience, driving code unlocks well beyond target. The campaign paired GoPay rewards with a four-card collection mechanic, giving consumers an immediate reason to participate and an additional incentive to keep collecting.
Turning Football Excitement Into Purchase Participation
For SNICKERS, the Football Edition pack created an opportunity to bring football excitement into everyday purchases. Each pack contained a collectible card and a unique code, connecting the physical product to a digital reward journey. Consumers could submit their codes for GoPay rewards and collect the four card labels for a chance to win a VIP stadium pass. Grivy connected packaging-code validation with reward claims, while media attribution measured offline purchases among audiences exposed to the campaign.
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Drive pack unlocks and measure media’s contribution to offline sales
SNICKERS aimed to exceed its packaging-code unlock target while measuring how effectively online media translated into offline purchases. Beyond participation volume, the brand wanted to understand which markets delivered the strongest returns, how consumers responded to the collectible mechanic, and where the journey could improve to support deeper participation in future campaigns.
A packaging-code reward journey combining GoPay reward claims and collectible-card photo uploads, supported by media-to-sales attribution across markets and SKUs.
Exceeding participation targets with measurable offline sales returns
The campaign achieved 344% of its code unlock target, while the reported reward-claim funnel achieved 100% conversion from valid codes to claims. Online media delivered 2.6x attributed ROAS, exceeding the campaign’s 2x benchmark. Regional and SKU-level analysis revealed where investment generated the strongest sales response, with the Football Edition recording a higher average transaction value than the core 51g product. Collection behaviour also highlighted opportunities to encourage participation beyond the first code.
SNICKERS closed the campaign with strong purchase-linked participation and a clearer view of media performance across markets and products. These findings provide direction for future activations: prioritize efficient regions, improve purchase-location guidance, and refine the collection journey to encourage consumers to return.
