Carlsberg x WWF – Cashback Promotion
Carlsberg wanted to run a large-scale on-pack promotion in partnership with WWF, offering 1,000 cashback prizes and a £10,000 grand prize. With no unique on-pack codes, the campaign required robust fraud protection while remaining simple and accessible for consumers.
Client
Zeal Creative
Category
On-Pack Promotion
Year
2025
Services
- •Micro site
- •Money back code integration
PROJECT OVERVIEW
Carlsberg wanted to run a large-scale on-pack promotion in partnership with WWF, offering 1,000 cashback prizes and a £10,000 grand prize. With no unique on-pack codes, the campaign required robust fraud protection while remaining simple and accessible for consumers.
The Challenge
Without unique codes printed on pack, the risk of automated entries and repeat claims was high. The promotion needed to operate at national scale, remain fully compliant across the UK and Channel Islands, and securely process cashback payments without adding friction to the user journey.
The Solution
We delivered the campaign via Promotix, layering multiple protection and control measures into a clean consumer experience: • Geolocation routing for UK and Channel Islands entrants • No-purchase-necessary entry route for CI residents • Unique one-time entry codes issued at registration • Barcode validation requiring last 4 digits • Winning Moments engine seeding 1,000 cashback prizes daily • Late-entry and mop-up draw functionality • Secure cashback claim links for validated winners • Integration with fulfilment partner for direct bank or PayPal payments • GDPR-compliant opt-in capture for WWF The platform balanced strong fraud controls with a smooth, mobile-optimised journey.
- Geo-location requirements
- Integration of cashback links
Results
The campaign successfully delivered 1,000 instant cashback prizes and a £10k headline draw at scale, engaging thousands of shoppers while remaining secure, compliant and spam-resistant throughout.
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