Transitions Optical recently teamed up with Eric Mower + Associates to launch a national retail promotion in America’s Best stores for a chance to win a VIP baseball experience and meet and greet with MLB Hall of Famer and sports legend, Cal Ripken, Jr.
The promotion was an extension of Transitions® Official Sponsor of Sightseeing ™ platform and took place in more than 350 America’s Best stores across the country. To participate, shoppers were encouraged to ask store associates for a demonstration of Transitions® adaptive lenses™ for a chance to win the grand prize.
“We know that nine out of 10 people who try Transitions lenses love them, so our goal was to drive trial,” said Jessica Bennett, associate marketing manager at Transitions Optical. “It was important that EMA developed in-store and online creative that communicated the grand prize offer in an exciting way, encouraging shoppers to ask for a demonstration of Transitions lenses.”
The giveaway was featured in store via counter cards and associate ribbons, as well as on the America’s Best website and Facebook page.
“Within the first few weeks of launching the program, more than 1,000 shoppers had tried Transitions lenses and were entered to win the grand prize. The combination of a grand prize with mass appeal, the supporting marketing and America’s Best associates’ engagement made it successful, outpacing other retail promotions,” said Virginia Bates, partner, Eric Mower + Associates. “This was a fun program to execute on behalf of our client.”
The sweepstakes took place April 1 through May 31, with all winners announced in mid-June. The program resulted in more than 3,000 entries/trials of Transitions lenses. The grand prize included travel and accommodations for a three-night trip for two in New York City, meet and greet with Cal Ripken Jr., $500 spending money, and tickets to the three events during All-Star Week. Ten winners also received a cash prize of $500.