Family Dollar Keeps Toying Around

Family Dollar kept the focus on toys again during the 2014 holiday season with a "Give More. Spend Less" campaign.A sweepstakes running on a promotional page (operated by Charlotte, NC-based AC&M Group) from Dec. 9-19 awarded a box of Walt Disney Co. toys. Additionally, two runners-up each received a $50 store gift card. Participants who promoted the sweeps via Facebook, Twitter or Pinterest earned bonus entries. The chain plugged the effort on its own Facebook page.The campaign theme also appeared on pallet displays merchandising seasonal products and in a Dec. 15 email promoting the retailer's toys at a $5 price point. The "$5 Toys" were also spotlighted in stores via stanchion signs, violators, banners and window posters. Other posters dangled 25% off the purchase of $50 worth of toys.In account-specific activity, Mondelez International's Oreo supplied floorstands offering a free toy from Mattel Inc.'s Hot Wheels with purchase of a package of seasonal cookies. Facebook updates supported the exclusive deal.Circular features running throughout the season dangled additional deals on toys such as a "Buy One, Get One Free" incentive on Thanksgiving Day and 20% off all toys priced at $5 or more from Nov. 30 to Dec. 6. Family Dollar also reprised its annual "Toy Book" catalog. (See "Family Dollar Brings …" in Related Articles).Other seasonal activity had Family Dollar partnering with SC Johnson's Glade for an instant-win game awarding a $10 store card to five winners each day between Nov. 10 and Dec. 24. A corresponding sweeps also doled out $100 cards to five winners. Consumers entered on a promotional page within familydollar.com. A home page carousel ad linked to the page.Meanwhile, Reckitt Benckiser's Air Wick gave Family Dollar an exclusive "Magical Sleigh Ride" scent, promoting it along with the rest of its seasonal collection in a Nov. 16 FSI distributed through News America Marketing's SmartSource. Seasonal sidekicks from Air Wick received prominent placement in stores.On its blog (blog.familydollar.com), the retailer hosted a "Family Dollar Fabulous Holiday" sweeps running Nov. 30 to Dec. 15 and awarding two winners with a Polaroid digital instant print camera and a gift box of beauty products from Procter & Gamble and Strength of Nature. Participants that promoted the sweeps via social media earned additional entries.In cause-related activity, stores solicited $1 donations at checkout for the Boys & Girls Clubs of America. A home page carousel ad and Facebook updates promoted the fundraiser.

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