Eight O'Clock Coffee Makes Marketing Decision Based on Sweepstakes Response

When Eight O'Clock Coffee was considering a packaging makeover, they turned to sweepstakes instead of a focus group. When entering their Packaging Makeover Sweepstakes, potential winners were asked which of two packaging designs they preferred. Prizes included bedroom makeovers, spa days, beauty makeovers, and free coffee.

The sweepstakes ended on March 15, 2009, and according to an article by Vending Market Watch, the company has decided to stick with their original packaging.

Personally, I loved the new design, but even more I loved the way that Eight O'Clock Coffee turned to sweepstakes to achieve their marketing goal. I think that it's great that they used their marketing budget for prizes instead of for a high-priced test that might not reach as many unbiased people to get a good opinion.

Have you heard of companies using sweepstakes in unusual ways to reach their marketing goals? Click on the "comments" button below to let me know.

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