3 unique seasonal creative experiences and prizes, 1 site.
Try watching a major sporting event in 2021 without seeing Reese’s commercial – its nearly impossible. Very few consumer-packaged goods (CPG) brands take advantage of sports activations quite like Reese’s Peanut Butter Cups.
After nearly an entire year on the sidelines from major activations due to the COVID-19 Pandemic, we helped Reese’s get back in the game with a 3-Phase, 13-Month-long Purchase-to-Enter Instant Win Game site – Team Reese’s. RTM simply updated the creative for each of the 3 seasonal sports stories: NCAA March Madness, 2021 Summer Olympic Games and NFL Football Season.
13 months of sustained user engagement-driven purchases. Users brought their purchase codes online for a chance to win thousands of prizes.
Reese's Three Goals
-
Leverage major sports activations across:
NCAA Basketball & the March Madness Tournament 2021 Summer Olympic Games The NFL Season
- Build brand awareness across channels (in-store, online, TV and social)
- Drive product sales




The Execution
Reese's partnered with Realtime Media to build a unique online experience that turned in-store purchases into a chance to win one of the thousands of prizes.
To best capitalize on the length of the engagement Reese's made sure that the entire consumer experience - from gameplay through prize fulfillment - carried the same level of excitement and excellence.
Campaign Results

150,000+
gameplays
52% of gameplays were played by repeat users Average of 2 gameplays per user

90,000+
unique registrations
75% of registrations came through mobile devices

300-700
users per day
Sustained consumer awareness and participation across the entire length of the promotion
