The taste of Italy: Barilla loyalty promotion
Barilla launched into spring 2009 with Germany’s favourite type of promotion – a loyalty points campaign. Yet it added a twist: the classic TV campaign was tightly networked with an online campaign right up to the POS.
In mid 2009 a sweepstake trailer was broadcast as part of VOX cooking shows like "Das perfekte Promi Dinner" and "Die Kocharena." The grand prize: a 10-day Italian tour for two, including a premium cooking course at the "Academia Barilla."
Participation in the sweepstake was conducted via a specially designed Barilla microsite , which also included sections for Barilla pasta recipes, menu suggestions and travel tips for Italy. It also highlighted Barilla’s "The Taste of Italy" point of sale promotions.
The POS is outfitted with an experiential display including 3D representations of Italian sightseeing highlights to draw attention and spur impulse buys. Famous buildings from Rome, Venice and Pisa were depicted by the STI Group using pallet headers and display bases.