Here is my first attempt at a system. This is how it would work.1) Recieve water bottle with the purchase of alcoholic beverages. They will recieve my message on the front of bottle and will have to peel open to learn more. Once they peel the label off of water bottle they will learn how to recieve their reward, which is by taking stick from label and placing on Drivers License to show to bouncer when at bar. Bouncer will take license and hold for Designated Driver while at Bar with friends. When leaving one can recieve their drivers license back with their "Golden Ticket" to prize. Golden ticket will have a code on it that you will have to enter through a website to recieve your prize. I am kind of questioning this in that there are too many elements to get prize so people will not want to go through hassle to get their prize. They just want it NOW! So.... any suggestions would be very much appreciated! Thanks!
2 comments:
this is pretty cool, ryan. i think you're definitely headed down the right path here.
you are correct in thinking it's a bit too complicated right now, but it's your job to say how to reduce the amount of steps to get a prize. do they have to go to a website to see if they won? they certainly have to be sober, and having the doorman check that when they leave is a smart idea. i don't think it's too difficult for them to do what you're asking. but i would try to check with that girl from kelley's to see what she thinks about this idea.
overall i think you have put together a smart way to get this point across, and i would think this could be the motivation people need to make the right choice for the night.
the boldness of your label design is good. you need to really make sure to hit them hard with the core concept right off the bat. that sounds kind of cheap, but it can be the difference between them participating or not. i think you need a bit more of a branding element overall, like a name for the program that ties in with the major idea. maybe you call it "plan ahead" and then you can always be using the program name in conjunction with "...& do this", "...& do that", etc. so you are constantly verbalizing the program name.
i assume the little steering wheel is the license sticker. double check the size, but i'm guessing you already considered that.
also think about how this could roll out for more than one night. are prizes awarded each weekend? do you keep the bottle text vague so you can award new prizes each week (or however frequently)?
i looked at your message again, and see that you are very obvious with the "peel to get rewarded" copy. i wonder if you should alter that simple line a bit to indicate the DD idea, or is it better that it's kind of hidden inside the label?
regardless, the specifics of the written message, and the sequencing of the info on that bottle seems pretty important, so try a range of copy ideas to see what you think would work the best.
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