Hershey’s Happiness Giveaway

The Hershey Company’s history of making moments of goodness dates back to their founding in 1894. Looking to drive product interest and engage consumers over the summer, Hershey launched the 2019 Hershey’s Happiness giveaway. Creating a weekly sweepstakes series with incentivized social sharing gave consumers a chance to win various Hershey’s products every week.


Campaign Objectives

  • Increase Product Awareness
  • Engage Users Across Social Media
  • Drive Purchase In-Store and online

Weekly Sweepstakes Series

To celebrate summer and drive excitement, Hershey’s Happiness giveaway looked to give consumers a new chance to win Hershey’s products every week throughout the entire summer.

Weekly sweepstakes drawings encouraged users to come back to re-enter the sweepstakes for more chances to win. Weekly entries, whether they won the weekly prize or not, were entered into the grand prize drawing for the chance to win up to $500 of Hershey’s products!


Social Sharing

As a way to generate earned media and attract new shoppers, Hershey layered social sharing features into the post-registration page.

Utilizing incentivized social sharing, Hershey was able to transform a standard “Thank You” page into another point of engagement and sharing. Users were able to easily share a direct link to the promotion across their social accounts, inviting their friends and followers to join in on the chance to win! For every successful referred friend that registered, they earned an extra entry.

Data Acquisition & Consumer Insights

Utilizing rich data acquisition and tracking throughout the promotion, Realtime Media was able to help Hershey uncover rich consumer insights and determine ROI across multiple channels.


Campaign Results

Total promotion registrations


Average registrations per user


Social share rate