To celebrate the launch of its MAHLE Original gasket brand, MAHLE created a purchase-based B2B promotion for automotive repair shop owners and employees. Customers who purchased qualifying MAHLE products could enter by submitting their purchase information for a chance to win a custom-built MAHLE Ford Mustang from Richard Petty’s Garage, along with thousands of additional prizes. A no-purchase-necessary alternative method of entry (AMOE) was also available.
After entering the sweepstakes, participants could immediately play a branded instant win slot machine game for the chance to win additional prizes, including Richard Petty Driving Experiences and other automotive-themed rewards. Every qualifying purchase provided another opportunity to enter and play, creating ongoing engagement throughout the promotion.
Why It Worked
The campaign combined multiple promotional mechanics into a single experience. A purchase-based sweepstakes encouraged product sales, while the instant win game rewarded participation immediately and gave customers another reason to engage with the brand after entering. Layering an aspirational grand prize with thousands of instant win prizes increased excitement and broadened the promotion’s appeal across the target audience. Together, these mechanics transformed a product launch into an interactive campaign that encouraged repeat purchases, reinforced the MAHLE brand, and kept participants engaged throughout the promotion.
