Consumers must “like” TCBY’s Facebook page to enter the sweepstakes and submit their name, email and mailing addresses and phone number. TCBY will email all entrants a coupon for 30% off a single product to be used in September. The company will award two participating consumers a $30 gift certificate every weekday during the month. At the end of September, one consumer will win a $300 gift certificate and a year’s worth of free yogurt.
Amy Smith, associate brand manager at TCBY, said the company will use the sweepstakes to “be more recognizable as a brand on Facebook.” She said the “like” requirement will serve as a remarketing tool, enabling TCBY to maintain contact with entrants after the sweepstakes.
Consumers can only enter the sweepstakes once but can earn additional entries by referring friends to participate.
“We wanted to reward our customers who are loyal fans, but also have them introduce TCBY to their friends and family members who are friends with them on Facebook,” said Smith.
TCBY will also include an opt-in on the registration form that will allow consumers to join the myTCBY eClub. The rewards program distributes a monthly email with offers and promotions to mailing list members, said Smith.
The company will use data collected through the sweepstakes to contact winning consumers and to conduct market research, she said. Smith added that TCBY will look at data, such as consumers’ locations, to analyze the company’s popularity by region.
“Our initiative for 2012 is to better understand the TCBY customer,” said Smith.
TCBY is working with PR agency Trevelino/Keller on the sweepstakes.