Bayou Burnoff

Challenge

The FMC Bayou Burnoff contest was designed to introduce, raise awareness and promote the FMC burnoff suite of products, under a common brand umbrella. As FMC had expanded significantly with the acquisition of divested DuPont crop protection products in 2018, the contest helped to position FMC as the #1 company for burnoff add-in products in Canada.

The Bayou Burnoff contest was designed to generate interest with growers, and build a tie between the power of the FMC burnoff products, and the contest’s grand prize, a trip for two to Avery Island, Louisiana, where the original Tabasco plant is located.

Solution

An engaging contest theme was established — Bayou Burnoff — which was easily extended into a number of media including eBlasts, a web site, contest promotional materials (digital and print-based), premiums and more.

An integrated approach was taken to promote the contest, with email and eBlasts as the lead media. Growers were directed via email to a vibrant contest web site for further information and entry criteria. Other support materials included online and print advertising (including impact units), paid search, trade show displays and promotional items. The print materials included detailed product information in addition to contest promotion. The contest site was mobile enabled, anticipating that many entries would come in this format.

We created impact by linking the heat/power of the FMC products with the ‘heat’ of Tabasco sauce. Bright/vibrant colours were chosen, in line with the ‘feel’ of the Bayou.

Results

The contest was extremely well-received in the marketplace. The contest site itself received over 4,000 unique visits; over half of these were from mobile devices or tablets. Our eBlasts had an open rate of over 35%. The paid search component of the contest resulted in 1.1 million displays, 3,000 visits to the site and 125 contest entries/completed forms.

Almost two thousand total entries were received, by far the largest number for any contest hosted by FMC.

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