Campaign Overview

Through its partnership with Ed Carpenter Racing in the NTT IndyCar Series, Splenda tapped into a high-octane platform to connect with fans on the road to the Indianapolis 500. The Splenda Racing Sweepstakes brought that tie-in to life off the track—inviting U.S. consumers to enter for the chance to win one of 21 limited-edition Splenda Racing prize packs and turning racing excitement into measurable brand engagement.

Running for roughly six weeks in the spring leading up to the Indy 500, the campaign gave fans a new reason to engage every day across digital channels while keeping Splenda top of mind during the heart of the racing season.

Our Solution

Realtime Media partnered with Splenda to design and administer the sweepstakes end to end, using our PromoPick™ solution to deliver a seamless experience from entry to fulfillment.

Our Approach

• ‍Tiered Entry with Layered Incentives: Consumers entered online or by scanning a QR code, earning one entry for first-time registration and five additional entries for submitting a qualifying receipt. This structure rewarded participation while giving motivated fans a clear path to drive purchase.‍
• On-Brand, Fan-Worthy Prizing: Twenty-one winners each received a prize pack tied directly to the racing partnership—a driver-signed Pit Crew shirt, a branded hat, a diecast car, and an assortment of Splenda products—prizing that resonated with race fans and reinforced the brand's place in the sport.‍
• End-to-End Execution: From development and official rules to the winner drawing and prize fulfillment, RTM oversaw every detail—giving Splenda a fully managed program backed by an experienced promotions partner.

Key Benefits

• ‍Activated a Marquee Partnership: The sweepstakes brought Splenda's IndyCar tie-in to life with prizing that resonated with a passionate fan community and reinforced brand relevance.‍
• Built Brand Awareness: With more than 50,000 total entries, daily entry opportunities and social sharing extended reach across digital channels —turning a partnership moment into sustained visibility well beyond the point of sale.‍
• Drove Purchase Intent: The bonus-entry receipt mechanic gave consumers a reason to buy, connecting brand excitement directly to retail action.

Conclusion

The Splenda Racing Sweepstakes demonstrated how a well-structured promotion can transform a partnership into both a brand-awareness driver and a purchase motivator.

Interested in learning more about how we can help with your next Digital Promotion? Get in touch with us today!

‍

‍