Every year Nestlé Toll House launches a new, limited-edition cookie flavor available nationwide. In 2016 Nestlé Toll House partnered with Brandmovers to develop an instant win promotion for Butterfinger Baking Bits, the official Nestlé Toll House Cookie of the Year, designed to drive trial, purchase, and awareness of the new product.
With each purchase of a Butterfinger Baking Bits package baking fans had a chance to win free cookies for a year
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Printed inside each package of Butterfinger Baking Bits were unique alpha-numeric promotional codes. Purchasing customers were instructed via POS and package messaging to visit the custom Nestlé Toll House promotion micro-site to redeem their codes. On the site they submitted their unique codes and were immediately notified on-screen if they were an instant winner!
The microsite also enabled visitors to create accounts for future visits, encouraging them to purchase multiple packs for additional chances to win.