May 11, 2010

Double dipping into online engagement

Swiss Chalet celebrates signiture sauce

Canadians now have another reason to enjoy Swiss Chalet’s famous dipping sauce with the brand’s new Dip ‘n Win promotion.   From May 3 to June 27 (or while supplies last), every Guest who orders an entrée with a Chalet Sauce will have the chance to reveal one of thousands of prizes on specially-marked Dip ‘n Win sauce cups, including Mazda cars, Dell laptops, vacations and other great prizes.

Swiss Chalet, in collaboration with Thindata 1:1, has also built out an extensive social media strategy for the campaign that gives customers the chance to interact with the brand. 

In a unique twist on the contest, Swiss Chalet is offering Guests a second chance to win.  Every non-winning label will prompt a visit to www.dipnwin.com  where website visitors will have a daily chance to win Swiss Chalet for a Year (approximate retail value $750).   By playing interactive games on the site such as “The Big Dipper” or by uploading a video tribute to the beloved Chalet Sauce via YouTube, visitors can earn even more entries into the daily contest. 

“Social media has given many leading brands a voice within the online space, and Swiss Chalet is taking real steps to sustain lasting relationships with the people who matter most – their Guests,” says Ian Giles, ThinData 1:1’s V.P. Strategic Services.   “As prizes and chances to win will be awarded daily, Swiss Chalet will be keeping the conversation alive by encouraging discussion in relevant online communities. Their end goal, for which Swiss Chalet has already seen great traction, is to strengthen relationships with their Guests.”

“Whether they love to dip, drench, pour or sip, Canadians are passionate about Swiss Chalet’s famous Chalet Sauce,” said Dave Minnett, president, Swiss Chalet.  “Dip ‘n Win is a great way for us to bring that passion to life with an engaging promotion that Guests can get excited about, much like the anticipation we see each year for our iconic Festive Special.”

Approximately 1 in 10 Dip ‘n Win cups is a winner, with two sauce cup sizes available.  All channels are participating in the promotion, including Dining room, Take Out, Delivery & Drive Thru. 

For the Love of the Sauce

The promotion is being supported with in-Restaurant POP materials, e-blasts to Swiss Chalet’s Rotisserie Email database and a contest website at www.dipnwin.com, in addition to PR support from Edelman and an extensive social media campaign. New national radio, television and online ads developed by BBDO also celebrate the promotion and Canadians’ love for the sauce.  

“Consumers’ love of the Swiss Chalet sauce was something fantastic to leverage for the radio ads,” said Brent Rivard, vice president, account director BBDO Toronto. “Research, YouTube videos and Twitter messages all reinforced the “rituals” that people have when it comes to their personal ways of enjoying their sauce. “

The television creative, titled ‘Confetti’, was a leap off of a simple insight around playing and winning. “We all love the feeling of playing games, the anticipation of winning, and the celebration and excitement associated with a win,” said Rivard.  “Using the confetti mnemonic seemed a perfect fit as it’s universally used in all types of family celebrations, which links up perfectly with the Swiss Chalet consumer. In the end it’s a simple, insightful, fun way to reinforce celebrating to kick off the campaign.”