Hive and 31ST created this epic campaign using a modern twist on the classic TV gameshow which ticks all the boxes – ATL, TTL & BTL!

It’s really simple… Shoppers buy any pack of Smith’s, head online and Spin the wheel to see what they Win! Consumers are notified instantly if they’ve won a cash prize & to tell them they have been entered into the Major Prize Draw for a chance to Spin to Win up to $1 Million…

So head into any grocery store, petrol station or convenience store, grab a pack of Smith’s and head online to for your chance to Spin & Win! We’ve seen over 1,200 winners and over 1,000,000 entries so far…

Did You Know…?

This campaign not only excels in ease-of-entry and brand relevancy but also has deep engagement levels using multiple touchpoints to connect with Shoppers at all stages of the path-to-purchase. Shoppers were reached with a mass awareness ATL campaign to encourage them to Spin to Win online. We also encouraged them to come and spin the Smith’s wheel in supermarkets across Australia with localised geo-targeted communications & TTL support.

Hints & Tips

When running an instant-win campaign with millions of packs in market, it’s recommended to offer consumers a solid second chance prize to avoid dissatisfaction if they have not won an instant prize & to encourage purchase frequency.

In this promotion, every entry is entered into the Major Prize draw for to be selected to spin to win $1 million dollars. This helps Smiths re-contact consumers post the campaign, with relevant content about the Prize Game. This is the campaign that just keeps on giving!