Chicken of the Sea® Game Has an Ocean of Fans
“Pull It Off” instant-win game for the brand’s new EZ-Open Cans is a hit with customers and marketers alike. Thanks to record plays, engagement and sales success, promotion is profiled in Chief Marketer magazine
SAN DIEGO, Calif. (Nov. 21, 2016) – Chicken of the Sea pulled-off a major consumer, sales and marketing success with the launch of its line of tuna and salmon products packed in new EZ-Open cans.
To celebrate its designation as the first mainstream seafood provider to introduce cans with easy-open, pull-tab lids across multiple product lines simultaneously, the San Diego brand created a “Pull It Off” instant-win game on its Facebook page that awarded seafood lovers with healthy recipes and $25,000 in mobile gift cards for pulling the lids off cans of Chicken of the Sea seafood.
The online game and supporting promotion, which ran Oct. 13 to Nov. 12, generated record results for Chicken of the Sea: 253,271 total game plays with 47,140 unique players; a 580% increase in web traffic and engagement; and a 12,366% jump in visits to the brand’s website from third-party social platforms.
The game ultimately prompted consumers to spend more than 10,000 hours engaging with the brand each week of the campaign. Sales of Chicken of the Sea EZ-Open products also climbed higher over the period.
Due to the results, the Chicken of the Sea “Pull It Off” Game was profiled in the Nov. 14 issue of Chief Marketer magazine along with its agency partners Pivot Point Marketing, Active Ingredients, Amusement Park and The Gaming Agency.
“Just like how our EZ-Open cans changed the way busy moms and families enjoy our seafood, we wanted a unique promotion that would truly stand out and connect with shelf-stable seafood fans,” said Maureen McDonnell, Chicken of the Sea director of brand marketing. “So we gave consumers the chance to enter a virtual kitchen to try their skill at grabbing a Chicken of the Sea can as it revolved around a circulating table. Of course, only the new EZ-Open cans would open, while the other cans strained in vain.”
“The Chicken of the Sea marketing team was able to turn this simple premise into a uniquely addicting game experience that attracted record consumer interest and participation – and continues to boost sales of the new EZ-Open line.”To date, the Chicken of the Sea EZ-Open line spans five products:
- Chicken of the Sea® Solid White Albacore in Water in EZ-Open Cans (5 oz.)
- Chicken of the Sea® Solid White Albacore in Water in EZ-Open Cans (7 oz.)
- Chicken of the Sea® Solid White Albacore in Oil in EZ-Open Cans (5 oz.)
- Chicken of the Sea® Chunk Light Tuna in Water in EZ-Open Cans (7 oz.)
- Chicken of the Sea® Skinless & Boneless Pink Salmon in EZ-Open Cans (5 oz.)
For Chicken of the Sea product info, recipe ideas and serving suggestions, go to www.chickenofthesea.com.
About Chicken of the Sea
Founded in 1914, Chicken of the Sea (COS) is a leading provider of healthy, sustainable and delicious seafood, offering not only a robust product line but the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity and inspiration. The company provides tuna, salmon, clams, crab, oysters, shrimp, mackerel, kipper snacks and sardines in cans, cups and pouches as well as innovative new products consistent with seafood’s growing status as a healthy “new” protein choice in America.
Headquartered in San Diego, COS sustainably sources its seafood products from around the world, and packages them at a state-of-the-art processing facility in Lyons, Ga., as well as at third-party facilities. The company is led by a team of industry veterans with more than 300 years of collective experience in the packaged seafood industry.
For information on Chicken of the Sea, including recipes, serving suggestions and nutritional and meal-planning insights as well as information on the latest new Chicken of the Sea products, go to www.chickenofthesea.com.
Follow the Mermaid on Facebook at www.facebook.com/ChickenoftheSea, on Twitter at https://twitter.com/COSMermaid or on Instagram at https://www.instagram.com/chickenoftheseaofficial/.