General Mills, Inc. caught our eye at the 2010 IBIE Expo while promoting their Pillsbury “Make a Cake Face!” Sweepstakes. Directly in the front of the General Mills booth, stood a full-blown photo booth, ready for the taking. A General Mills employee was on hand to help us accessorize with feather boas and party hats. Very quickly, a line had formed behind us, as tradeshow goers wanted to capture their own “cake face” on film.
Pillsbury describes a cake face as the “look” on a baby’s face after their first taste of birthday cake, the look on a face after you sink your teeth into a bite of your surprise birthday cake, or the look on a face after you feed your new bride that first bite of wedding cake. Of course, it can also be the look of two silly girls, who found a free photo booth at the end of a long tradeshow.
The goal of Pillsbury’s sweepstakes is to drive traffic and consumer loyalty with independent retail bakeries. Bakeries can visit www.facebook.com/makeacakeface and sign up to receive a free promotional kit which includes counter cards, bakery box stickers and additional information to help drive traffic. Bakeries are encouraged to promote the Make A Cake Face Sweepstakes by utilizing the promotional signs in their bakery and placing the stickers on their cake boxes.
Pillsbury hopes the promotional material will move customers to complete a sweepstakes entry form and upload their own cake face photos on the Facebook page. Customers that upload photos will be eligible for eight monthly drawings of $100 each and one grand prize drawing for $2,500. The bakery chosen by the grand prize winner also wins $2,500.
Follow our lead and upload your own cake face photo to the Sweepstakes’ Facebook page. This contest ends May 31, 2011 and we think Pillsbury’s promotional efforts take the cake!