KORTX Drives 2.5X More Conversions Than National Average for Yankees & Pepsi Campaign

The New York Yankees and Pepsi leveraged KORTX’s deep knowledge and proven track record in sweepstakes marketing to execute a highly successful campaign.

How did KORTX’s past sweepstakes marketing experience influence your approach to this Pepsi & Yankees campaign? 

“We focused on maximizing campaign performance. From previous campaigns, we knew that removing the CTR threshold would help deliver sweepstakes submissions more efficiently. Retargeting audiences (1P data) consistently drive the best results, so I was confident we’d end the campaign on a high note once those audiences were in place.”

Gunnar Eisenmenger, Account Manager, KORTX

Challenge

Driving Sweepstakes Entries with a Rapid Turnaround & Targeting Constraints

Pepsi aimed to captivate its fan base and boost entries for its NY Yankees Game-Day Experience sweepstakes. The challenge was to create a campaign that would not only ignite fan excitement but also achieve high conversion rates in a competitive market.

Strategy

Adapting & Refining Strategies in Real-Time to Boost Sweepstakes Entries
KORTX crafted a comprehensive strategy utilizing historical best practices for sweepstakes and innovative techniques in audience discovery, targeting, and creative consistency.

Key elements included:

1. Finding and Segmenting Yankees Fans: Utilizing advanced data analytics and audience segmentation, we identified and targeted the most engaged Yankees fans. Our message successfully reached the right audience by understanding their behaviors and preferences.
2. Focusing on Conversion-Focused KPIs: Shifting the focus from click-through rate (CTR) to sweepstakes submissions better aligned with the campaign’s primary goal of driving sweepstakes entries.
3. Utilizing a Multi-Channel Approach: Using display ads, rich media, streaming audio, and website retargeting helped reach a broad audience.
4. Developing Custom Creative Assets: We created unique display, rich media, and audio ads, including custom 15-second and 30-second audio spots. We developed dynamic headline variations for rich media ads to test against static ones.
5. Audience Splits: We used audience splits to balance delivery between Third-Party segments for scale and build retargeting audience pools, driving the most efficient Cost Per Sweepstakes Entry (CPSE).

Success

2.5x Increase in Sweepstakes Conversions
The campaign drove remarkable results, surpassing Pepsi’s national sweepstakes average by 2.5 times. This success is a testament to the effectiveness of KORTX’s targeted strategy and creative execution.

Key highlights include:

• Positive Brand Loyalty: The New York Yankees and Pepsi saw significant boosts in brand loyalty and positive sentiment among their fan base.
• Outstanding Benchmark: Surpassing the national average by 2.5 times underscored the power of combining historical best practices with innovative strategies.
• Substantial Engagement: The targeted approach and engaging creative led to a substantial increase in fan interaction and sweepstakes participation. Our experience in running sweepstakes campaigns allowed us to deliver results through strategic targeting, creative execution, and continuous optimization.

Shifting to conversion-focused actions fueled significant growth in website traffic, applications, and Click-to-call events.