Reese's Brings March Madness to Circle K
Circle K joined with Hershey Co.'s Reese's to tie in to the excitement surrounding the National Collegiate Athletic Association’s Division I Men’s Basketball Tournament with a basketball-themed sweepstakes and deal.
The exclusive "Reach for Reese's" sweeps awarded 25 winners each with 432 Reese's peanut butter cup SKUs. Consumers entered from March 22 through April 5 by replying to a Circle K Stores Facebook update with hashtags #ReachforReeses and #SweepstakesEntry while sharing their favorite Reese's and proprietary Circle K SKU combination. March 30 posts across Circle K’s regional Facebook pages touted the sweeps. Tampa, FL-based Social Forces administered.
The sweeps did not directly tie in to the brand's NCAA sponsorship. However, Reese’s activated its sponsorship in stores to spotlight a "buy two, get one free" deal on its king-size chocolate SKUs. Account-specific rack headers positioned above sidekicks and signs affixed to counter racks depicted the NCAA's March Madness logo and communicated the offer, which ended April 3.
Circle K ran a similar sweeps with Hershey in February to drum up support for the manufacturer's Hershey's Gold peanut and pretzel caramelized creme candy bar.