Executive Summary
Great Western Brewing Company used GOcxm's growth engine to run a pin-in-pack sweepstakes across Western Canada. The Brewhouse Giveaway placed unique PIN codes inside specially-marked cases of Brewhouse Pilsner, with 8% of all distributed PIN codes redeemed, totalling 11,642 verified entries, and building an opted-in consumer audience for future marketing.
The Challenge
- No Consumer Data from Retail: Cases sold through liquor stores and grocery generated zero first-party data. The brand had no visibility into who was buying or how often.
- No Purchase Verification: Previous promotions relied on open-entry mechanics with no way to confirm actual purchase, diluting the quality of any data collected.
- Complex Promotion Operations: Designing, developing, deploying, and managing a purchase-verified promotion across multiple provinces required specialized expertise the brand didn't have in-house.
The Objective
Run a purchase-verified sweepstakes that drives repeat purchase behavior while building an opted-in consumer database across Western Canada.
The GOcxm Solution
GOcxm designed and deployed a pin-in-pack sweepstakes program that linked every entry to a verified purchase, giving Great Western Brewing its first direct connection to consumers at scale.
- 1
Program Design
Structured a pin-in-pack sweepstakes tied to specially-marked Brewhouse Pilsner cases, with gas gift cards as prizing to match the brand's Western Canadian consumer base.
- 2
Entry Mechanic
Each case contained a unique 9-digit PIN code printed on the inside panel. Consumers entered PINs on a branded microsite to register their entry and unlock a chance to win.
- 3
Channel Activation
On-pack messaging drove awareness at the shelf, supported by organic social campaigns on Instagram and Facebook to extend reach beyond the point of purchase.
- 4
Data Capture & Verification
Every PIN entry was purchase-verified by design. Registration captured name, email, province, and marketing opt-in consent, building a structured first-party dataset tied to confirmed buyers.
- 5
End-to-End Program Management
GOcxm managed the full operational lifecycle — program administration, purchase verification, legal and contest rules, prize fulfillment, and ongoing program management — so the brand could focus on marketing, not logistics.
Results & Insights
Program Funnel
From total site traffic down to opted-in consumer subscribers.
8%
PIN Redemption Rate
4.2
Entries / Person
56%
Opt-in Rate
2%
Non-Purchase Entries
From Pack to Platform
The Brewhouse Giveaway proved that a well-structured pin-in-pack program can do more than drive entries. It can build the first-party data foundation a brand needs to make smarter decisions about product, channel, and retail strategy.
The consumer database built through this program continues to grow through similar, expanded initiatives and is now being leveraged as a launchpad for raising awareness of new product launches and to inform future programming design — turning a single promotion into an always-on growth asset.
