It was a good promotion, although too many people now realise this and it is very hard to actually select a square anymore. Walkers ended up having to open new days it got so popular so that it was 4/5 days ahead of itself. They opened Monday 15th today at 8am and it was virtually impossible to log on first thing and all squares were gone by lunchtime. Tuesday 16th is available on Sunday morning, then only one more day left which presumably is released monday.

I can not complain as my family have won £250 between them. I have done it almost all the way through and made £130, so a 20% success rate.

We'd love to know the biggest amount an Individual or a Family as a whole has made from Walkers Win a Tenner if it Rains

David has achieved an impressive £130 and his family £250

Can anyone do better? Please let us know.

Thanks!

Hi Chris

Many thanks for your enquiry. You raise a very valid point. Walkers don't really need to raise awareness as such, as they are the market leader by quite some margin. So, why do companies like Coca-Cola, McDonald's and Cadbury's spend so much money on marketing every year?

Well the simple answer is that they want to sell more product. But for long established brands, like Walkers, they need to go through a continual process of reinvention to maintain interest from the consumer. This can be achieved by relaunching (enhancing, improving and redesigning), brand extensions (new variants, flavours, even categories) or through tactical advertising and promotions. The necessity for this reinvention is increased in difficult economic times when consumers are tempted to 'trade down' and purchase the own-label version of products, sacrificing a bit of quality for the sake of a (sometimes) big saving. These promotions help halt this brand switch and provide an additional reason to purchase the private label, over and above the usual criteria of taste, quality, provenance and heritage.

These might be the overall aims of any marketing campaign, but in practical terms, the objectives or goals of a sales promotion are likely to be one or more of the following:

• Create a reason to shout about the brand through advertising and ultimately virally through word-of-mouth or social networking. It's obviously worked at your school for example!
• Enable Walkers to command more shelf space and coverage in supermarkets, e.g. big crisp dispensers at the end of aisles. The supermarkets love it when brands create a big buzz around a campaign
• Encourage consumers to engage directly with the brand. The website is likely to have had several million consumers sign up and participate, all spending time immersed in the Walkers brand.
• Walkers will develop and build their consumer-marketing database, to further enhance the relationship.
• Develop the 'personality' of the brand. For example, what does the Walkers brand make you think of? Apart from rain and ¬£10 notes, you might think of cheekiness, fun, trustworthy, British-ness. This image has been built up over years of Gary Lineker-fronted advertising and consistently innovative, engaging and ground-breaking sales promotions.

I hope that this gives you some idea of why Walkers (and indeed many famous brands) might run such a campaign as 'Win £10 if it Rains'.

All the best, Mosaic Marketing

The main promotion ends today, 16th November, according to the terms and conditions. However, there is a catch-all date available of April 2 2011 for late entrants. If you've got codes, you may as well take a punt. It's going to fill up quickly on Wednesday I'm sure. Seeing as it's during the month of showers, there's a fair to middling chance of rain?!

This just through from Walkers:
The Win a tenner competition has now closed; we're delighted to have given away a whopping £1,383,930! Check where it has rained and the winning grid-spots on past maps by clicking here.

Win an Ultimate Rainy Day In!
If you have predictor plays left in your account, they can be converted into entries for our wrap-up draw to win an Ultimate Rainy Day In, including an HD TV, a Blu ray player, an X Box 360 Elite, a year's supply of Walkers crisps and lots more! All points will be converted on 1st April 2011.

So, an impressive number of tenners won - congratulations to all those who entered.