Project Title:
HOT POCKETS® brand sandwiches Got Milk?® Photo Contest

URL / Distribution Method:

hotpocketsphotocontest.com

Email blast sent to HP.com registrants on 4/25/05
Announced via National FSI on 5/1/05
Consumers go to HOTPOCKETS.com from 4/25/05-6/30/05 to submit their photo
Email blast will be sent to HP.com registrants on 7/9/05 to remind them to vote
Consumers go to HOTPOCKETS.com from 7/9/05-7/31/05 to vote for their favorite photo

Project Duration:
January 2005 - August 2005 (site is live from 4/25/05 – 7/31/05)

Project Team / Contributors:

Account Team -
Tim Smith
Ruth Kopnick
Doug Strickland
Joanna Kieffer

Design Team -
Carol Mack
Mike Kraabel
Matt Wilson
Tim Alevizos
Mark Wedlund
Valerie Grogan

Technical Team -
Brad Baumann
Mary Ament-Johnson
Mike Uttech

Project Summary:

During the spring and summer of 2005 consumers are asked to submit a digital photograph of themselves, which shows them enjoying HOT POCKETS® brand sandwiches and Milk in a fun way. The public will be asked to register and vote for the funniest photograph once the submission deadline has passed. The photo that gets the most votes will be the Grand Prize Winner and will receive $5,000.

1. What was the purpose of the project? (business objectives, design challenges)

Nestlé's main objective for the contest is to drive traffic to HOTPOCKETS.com. They are also looking to reinforce their nutrition message (8 essential vitamins and minerals) through the partnership with got milk?®.

In designing the visual elements for such a promotion, it’s essential to stay within brand guidelines, but also build excitement. Having two prominent brands (HOT POCKETS and got milk?) in one promotion made things interesting.

2. What was your measurement of success?

The contest is running now, so we have yet to see the final results. We would like to see an increase in the number of registered consumers who came into HP.com by way of the contest. But most importantly for the brand as a whole, we want to drive volume.

3. Who are the target user(s)? (user profile: demographics, abilities, needs / goals)

Women/Moms 25-54 with at least one child at home (usually between the ages of 12-18 years). Dual income HH with income in the $30K to $75K ranges. Mom has a full or part-time job outside the home. Her family has a very busy lifestyle and she often needs to satisfy her family’s breakfast, lunch, dinner and snack with a quick, hot sandwich like HOT POCKETS.

4. What is the desired user experience of each? (behaviors / actions)

Mom – “What a fun way to get me and my family involved with HOT POCKETS. We love HOT POCKETS and we drink lots of milk and by entering a fun photo we could win 5,000 or free HOT POCKETS and Milk for a year!

5. What were the project parameters or constraints you were working within? (integration with existing site, technology requirements, limited budget, etc.)

We had to integrate with Nestlé’s existing site, HOTPOCKETS.com, in order to get level 1 data from consumers (through HP.com registration). There was a limited budget, as well as multiple internal teams working together to make the project a success.

6. What process and/or methodologies did your team use during the project? (usability research, wireframes, etc.)

Extensive technical documentation, including a page-by-page wireframe and technical specifications documentation. We did multiple revisions to be inclusive of all included brands.

7. What have the results / responses been to date? (increased sales, visit duration, etc.)

We have seen some very interesting photo submissions from people enjoying HOT POCKETS.