LINE-X, well known as the global leader in spray-on protective coatings, wanted to execute a campaign geared towards increasing brand awareness and providing Canadian franchisees with a marketing program to engage their local customers.

With the goal of creating as many digital brand activations as possible, the campaign centred around an online contest to win a 2021 Polaris General Deluxe decked out with a LINE-X coating.

We developed numerous video and digital assets to be used over a 6 month period to promote the campaign.

In addition to producing the content and creative, we brought forward several strategies to increase the number of entries and touchpoints from each participant, encouraging ongoing engagement and elevating their recognition of the LINE-X brand.

To ensure a cohesive look and feel, we designed a campaign logo that was used as the unifying element on all of the campaign assets. Photography and video were captured to showcase the grand prize in a setting representative of the Canadian outdoors, encouraging those who were fatigued by 2020 to enter online and Go Beyond with LINE-X.

To collect the online entries and promote the campaign as a whole, we created a simple yet effective landing page. It included all the contest details, cross-promoted various LINE-X products and was integrated with Mailchimp so that participants could opt in to LINE-X’s email marketing database and be the first to know about new products or special offers.

A custom contest entry form was developed that would allow participants to enter once per month, per email address, and utilize bonus entry codes to increase their chance of winning. These bonus codes were generated and distributed to franchisees across Canada and every time a code was used, it was validated against the master list and then taken out of circulation so it could never be used again.

The bonus entry codes were also available to be given away as a reward for social media engagement, tied to in-store promotions, or used in a variety of creative ways by each local franchise over the summer. Participants were also provided with an option of receiving monthly email reminders to make sure they’re not missing the chance to win the next month’s prize package and getting another entry in for the grand prize draw.