PIMS-SCA worked with Norwich City Football Club to develop a scratchcard promotion, offering Canary fans the chance to win a car worth £13,500 dependent on the outcome of future NCFC games.

OBJECTIVES

• To drive sales of Norwich City Football shirts at the beginning of the 2003/2004 football season.

MECHANICS

• In return for purchasing a new Norwich City 03–04 Home or Away replica football shirt, the participant received a scratchcard containing 6 Norwich City F.C. fixtures.
• One panel from 3 was scratched off for each of the 6 fixtures to reveal 6 scorelines.
• If all 6 scorelines matched the final scores of the corresponding fixtures identically, the player won a Proton Impian1.6X car.

PIMS-SCA’s ROLE

• PIMS-SCA assisted Norwich City F.C. in developing the promotional mechanic, organising the printing and production of the 10,000 scratchcards as well as taking care of security aspects.
• The promotion ran at the same time the Club displayed different sponsors for their Home kit (Proton Cars) and Away kit (Lotus Cars).
• Rather than Norwich City F.C. paying out the full £13,500 to cover the cost of the car from their promotional budget – PIMS-SCA provided promotional coverage for a fraction of the cost.
• Consequently the promotion was more affordable for Norwich City F. C. so if a player successfully scratched off the 6 winning panels, PIMS SCA paid out the value of the car so that Norwich City didn’t have to.
• More than 5,000 shirts were sold in the first two weeks of the season which exceeded all expectations of Norwich City Football Club.

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Related information from PIMS-SCA:

• Case Studies: Sports
• PIMSSPORTS Case Studies: Promotional Games
• Prize Promotions: Scratch-and-Win Cards
• Sports: Promotional Games