Campaign Overview

To celebrate a milestone moment—Rita’s Italian Ice turning 40—the brand partnered with Realtime Media to launch the Rita’s 40th Birthday Celebration Sweepstakes.

The campaign was designed to spotlight Rita’s heritage and amplify its birthday message with an enticing, brand-relevant marquee prize: a trip to the winner’s choice of Italy or Iceland, nodding to the company’s roots and signature frozen treats. To drive excitement throughout the campaign, Rita’s also gave away 40 first prizes—one for each year in business—consisting of a full year of free Rita’s Italian Ice.

Our Solution

Realtime Media developed a streamlined digital sweepstakes experience that highlighted Rita’s 40th anniversary and encouraged ongoing participation. A branded, user-friendly microsite hosted the promotion, with weekly prize drawings designed to keep engagement high throughout the four-week campaign.

Our Approach

To generate awareness and sustained participation throughout the promotion, our approach included:

• Milestone Marketing: The campaign centered on Rita’s 40th birthday, with prize tiers and branding fully aligned to the celebration. The 40 first prizes emphasized the anniversary, while the grand prize trip to Italy or Iceland connected to both the brand’s heritage and its popular frozen offerings.
• High-Value, Brand-Tied Prizing: The grand prize—an all-expenses-paid trip for two to either Reykjavik or Rome—gave the sweepstakes broad appeal and media-worthy impact. Weekly first prize giveaways (a year of free Rita’s) kept consumers engaged and returning to enter.
• Mobile App Integration: To motivate in-store visits and increase mobile usage, the Thank You Page featured a call-to-action promoting the Rita’s app. Participants received a promotional code redeemable for a free or discounted treat, linking the sweepstakes to immediate purchase incentives.

Key Benefits

The promotion delivered on multiple strategic fronts:

• Expanded Reach: The sweepstakes attracted over 100,000 unique entrants and sustained momentum week after week, generating more than 150,000 total entries through repeat participation.
• Mobile Engagement: The app offer code helped drive mobile adoption, rewards sign ups, and encouraged consumers to visit a local Rita’s location, strengthening both digital and in-store connections.
• High-Value Opt-Ins: With over 60% of sweepstakes participants opting in for marketing updates, the campaign effectively strengthened Rita’s customer database and reactivated interest among existing contacts.
  

Conclusion

By pairing incredible prizes with a clear celebration theme and strategic mobile incentives, the Rita’s 40th Birthday Sweepstakes delivered high-impact engagement across channels. The campaign not only honored Rita’s legacy—it helped power future growth.

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