SPAR France has taken on an innovative marketing approach this summer by activating a programme of online games and live promotions to stimulate brand awareness.

SPAR Beach Tour

Making the most of its presence on the French coast this summer, SPAR France ran a hugely successful Beach Tour campaign. This involved setting-up SPAR recreational areas at a number of beaches, which provided plenty of family fun and relaxation with beach-goers making use of the SPAR-branded deckchairs, flags and beach balls. SPAR Staff ran scratch-card games giving away SPAR shopping vouchers.

The campaign was directly linked to 26 SPAR stores where the prizes won could be redeemed. This generated additional footfall and sales for the SPAR stores with a total of 28,000 gifts being awarded and the same amount of new contacts being made.

The SPAR Beach Tour campaign started in Corsica and ended on the Atlantic coast of France. In total, it lasted three weeks and covered 14 seaside towns – creating excellent brand awareness for SPAR.

Local communities really enjoyed the presence of the SPAR recreational areas, which provided great fun for children and families, who could enjoy free chilled drinks, whilst lounging on the giant SPAR deck chairs.

The fun and relaxing atmosphere was a great way to promote the brand amongst both the French and international public. Watch this video SPAR France made of the campaign.

Social media promotions

One of the summer’s most successful online campaigns was the Big Music Competition, whereby SPAR France invited Facebook fans to post their own music tracks, which had to include the word ‘SPAR’ in the lyrics. The competition was a great hit, generating a lot of customer involvement and increasing SPAR France’s online visibility.

Other recent social media promotions included a Gardening Tool Competition, a Mother’s Day Competition, a Cars 3 Competition to mark the launch of the latest movie, and a hand spinner game.

This month, SPAR France is also running an Orange Pay promotion offering advantages to customers who use the contactless payment app solution. Until 31 August, all SPAR customers will be given 1 euro off their first purchase paid through the app, 3 euros off their second purchase, 5 euros off their third purchase and 10 euros off their fourth purchase.