B & G Foods, CrockPot

Engage families to try new Crock-Pot Seasoning Mixes.

Challenge

To celebrate the launch of the new seasonings mixes and give slow cooker fanatics everywhere a chance to flex their creative muscles, Crock-Pot Seasoning Mixes launched “Crockin’ in the USA,” a competition where slow cooker pros, aficionados and fans everywhere were invited to submit their very own unique slow cooker recipes using one of the three new Seasoning Mixes. One Grand Prize winner will receive a year’s worth of groceries, awarded as a check for $8,000 plus $500 worth of Crock-Pot Seasoning Mixes. While contests on Facebook are popular, the requirements for this event were ground-breaking. Each finalist recipe would feature a video clip summary of the recipe. Voters were allowed to vote once a day for 20 days. The security and integrity of the voting was a top priority to protect the contestants and the brand.

Approach

Here’s how we accomplished the goal. We started with a new, custom Crock-Pot Seasoning Mixes Facebook page, allowing fans to upload a picture of their recipe, an ingredient list and recipe instructions. Another custom Facebook page was built for the 10 Finalists that included the recipe, video clip and on-page voting. We worked some magic to limit users to one vote a day. Extensive database expertise was used to manage voting and contest reporting.

Results

Recipe submissions exceeded expectations, overwhelming the selection committee. Ten finalist will be selected for the final online voting stage, allowing consumers to vote for their favorite Crock-Pot Seasoning Mix recipe. Currently Crock-Pot Seasoning Mixes page has exploded to over 11,000 fans. Winner, winner….Check out the award winning “Braised Beef Short Ribs & Radishes” recipe. Mixes page has exploded to over 11,000 fans!