close
The Pillsbury Company
The Pillsbury Company Bake-Off Entry Request Line
 

Click to see a larger view (56k)

ACP created an 800# call in program as a convenient and cost-free way for consumers to request a copy of the Entry Request Form required to register for Pillsbury's 35th Bake-Off. The 800# was promoted nationwide in 5 different market segments. ACP gave callers the choice of listening to the call in English or in Spanish.

Callers heard a short promotional message about the Pillsbury Company and the prizes they could win. They then indicated whether they preferred to receive their Entry Request Form by fax or by mail. Those who selected fax fulfillment entered their fax numbers by touch-tone input. All callers were encouraged to record their names and addresses.

ACP entered the resulting names and addresses in a database for use by Pillsbury in their ongoing marketing campaigns.

 


The program exceeded call volume expectations by 87%. The vast majority of callers preferred to receive their Entry Request Form by mail. Nonetheless, overall promotion costs were less than 40 cents per respondent.

An unprecedented 98% of callers left valid names and addresses. ACP delivered the duplicate-purged, zip code-sorted database of callers to Pillsbury for fulfillment and integration into their marketing database for future promotions. We also sorted the database and tabulated the response rates based on the market segment source. Pillsbury used this information to develop the advertising strategy for their subsequent Bask-Off promotions.

 
For more information on our products and services, contact us at: sales@acpinteractive.com,
or call us at: 1-800-357-5177