Saba and the emoji company are joining forces once again to bring consumers in Mexico a playful new experience combining shopping, music, technology and emoji brand icons in a race against the clock.
Having kicked off in September and continuing through October, the promotion invites consumers to BUY, REGISTER, DECODE and WIN, with 214 prizes awarded every week.
For every $250 MXN spent on Saba products, consumers can participate by registering through WhatsApp and submitting a photo of their purchase receipt, which is automatically validated using OCR technology.
Starting every day at 8pm, participants receive a song encoded. They must arrange the emoji brand icons, decode the song and submit their answer. If correct, their exact completion time – down to the minutes and seconds – is recorded.
The fastest participants win, with selected Saba products acting as ‘time reducers’ that can help participants improve their times and compete for higher-value prizes. One of the campaign’s top prizes is MXN $20,000 towards tickets for concerts and other events.
“We are very happy to be collaborating with Saba once again and to take our partnership into such an innovative and playful space,” commented Paulina Pérez, vp of licensing and operations at emoji company. “What makes this campaign particularly exciting is that emoji brand icons become the language of the promotion. Consumers have to connect the clues, decode a song and then race against the clock. It is simple, intuitive and highly engaging.”
Holbein Mata Gasca, trade and shopper marketing head at Essity, continued: “We wanted to create an experience that combines participation with excitement and competition. The combination of WhatsApp, automatic receipt validation, music and emoji brand icons create a dynamic experience where every second counts. The time-reducer mechanic adds another strategic layer and gives shoppers an additional reason to engage with the Saba range.”
The promotion is being supported by POP materials and activations at points of sale.
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