Overview: An on-pack code entry sweepstakes invites participants to enter by submitting a unique code found on or inside specially marked product packaging. These promotions are often used to drive purchases during a specific promotional window and typically link to a branded microsite for code submission. To ensure legal compliance, an alternate method of entry (AMOE) must also be provided.

• Primary Goals:
  • Drive new customer acquisition and influence product selection at the shelf.
  • Encourage repeat purchases among current customers.
• Technology: Microsite, code-validation technology, and anti-fraud engine.
• Strategic Considerations: These campaigns require the production and distribution of specially marked packaging, which involves longer lead times and increased upfront production costs to distribute codes across specially marked packaging. However, on-pack code promotions are cost-effective at scale, as they avoid per-entry validation fees and can be tightly controlled through unique code distribution. They also offer strong in-store visibility, helping brands stand out during key buying moments and win at the shelf.