Handling Challenges in Live Promotions: A Case Study on Adaptability and Strategy

Introduction In promotional marketing, challenges can arise even with the best-laid plans. Recently, we managed a campaign that included a daily prize draw and a 20% discount code sent to each entrant. While the campaign saw record entries, an unexpected surge from 'compers' required us to act quickly and strategically. In this case study, I’ll share how we tackled the issue, why we opted for certain solutions, and the importance of responding without knee-jerk reactions. The Campaign Structure This campaign was designed for simplicity: entrants registered their personal details and entered four digits from a barcode—no unique codes, no receipt uploads. The brand wanted low barriers to entry, keeping it accessible. While I typically recommend unique codes for security, the brand understood the potential risks, as they had run a similar promotion last year. The Complication A participant discovered that by using a specific four-digit SKU, they could repeatedly enter and receive a discount code without buying a product. This workaround was quickly shared in online comping communities, leading to hundreds of entries per hour. The Initial Response Our client, understandably concerned, reacted by disabling the discount codes, which was a natural response but a knee-jerk reaction. We worked with them to calm these concerns and reviewed options to ensure compliance with the CAP Code, focusing on keeping the promotion fair for genuine participants. Changing the entry mechanics mid-promotion could have risked CAP Code violations by disadvantaging genuine entrants, so we advised against this. Our Solution After careful consideration, we re-enabled the discount codes, prioritising an experience that upheld the campaign’s integrity:

• Issued an apology and clarified the discount code issue on the website.
• Implemented tighter restrictions on where the codes could be used on the eCommerce site, minimising potential losses while maintaining the offer.
• Sent a follow-up email to all participants who had initially missed receiving their 20% discount code, ensuring they were given the opportunity to redeem it as intended.

Outcome and Key Takeaways Our approach allowed us to keep the campaign running smoothly, honour transparency, and avoid any drastic changes to terms and conditions.

• Protect Genuine Entrants: We prioritised the experience of legitimate entrants by ensuring the campaign continued without unnecessary hurdles.
• Adapt and Communicate: A prompt website update and follow-up email helped manage expectations and maintain trust.
• Stay Strategic, Not Reactive: Handling challenges thoughtfully instead of reacting impulsively enabled us to keep the campaign CAP Code-compliant and fair.

As I often say, it’s not about assigning blame; it’s about finding the best solution and keeping promotions fair, engaging, and as smooth as possible.