A guide to ‘Purchase Necessary’ promotions
“Spend money on entering a competition? Are you kidding?”
Many compers choose to keep their hobby ‘free’, only entering online competitions and draws – and that’s fine! After all, there are thousands of free prize draws and competitions online. But venture into text, phone, postal and POP (‘proof of purchase’) required promotions and you’ll find they can be very rewarding. I’ve won a VW Beetle, a holiday to Brazil, a trip to New York and plenty of cash and voucher prizes in ‘purchase necessary’ comps – in fact I’d rather spend £2 on a stamp, a phone call, a promotional KitKat and a newspaper than a Lottery ticket because the chance of winning a prize is so much better!
On pack code promotions
For on-pack coded promotions, the code may be visible on a neck collar, or printed onto a bottle, under a label or on a sticker. The codes are usually entered online – or sometimes via text. Hidden codes offer the best chance of winning – when codes are freely available on neck collars or stickers, cheeky compers can easily swipe extra ones in the supermarket, or even write down codes to use!
There are several types of on-pack code promotions, the most common are:
Winning moment (instant win)
- For the first type of ‘winning moment’, the first entry received after the randomly generated ‘winning moment’ will bag the prize – it could be seconds afterwards, or hours afterwards. There could be one winning moment in a week, or a hundred a day! If there is no entry between one winning moment and the next, two prizes will usually be awarded after the next winning moment instead, so all prizes are awarded. Sometimes, if a prize isn’t won it will be offered in a prize draw for all losing entries at the end of the promotion.
- For the second type, you actually need to enter during the winning moment rather than afterwards – it could be a moment that’s just one second long! For these, only a small percentage of the prizes will be given away. An example is McDonald’s Monopoly, where there are two winning moments every minute – enter at that exact moment to win a prize.
- Winning moment comps usually require a code from a promotional pack, but not always.
- If you win, you’ll get the winning notification immediately, either online, by email or by text
Winning code (instant win)
- For the first type of winning code, all winning codes are pre-assigned and printed onto packs. Usually, if the winning code is never entered into the competition, the prize will not be won – although occasionally some nice promoters might offer the unclaimed prizes in a prize draw after the competition ends. These promotions will always seem overly generous – eg. a Highland Spring promotion offered 15,686 tennis sets to be won but only gave away 1,474 (9%).
- For the second type, each code on packaging has an equal chance of being a winner. Odds will be decided in advance using an ‘algorithm’ – e.g. 10,000,000 crisp packets are printed with the promotional codes on, and there are 1000 prizes. In this example, when you input your code, a computer program will assign your entry a unique number which would have a 1-in-10,000 chance of winning. In this case, the codes on packaging may not be unique – you may be required to input the batch and time code from your pack. T&Cs usually state ‘although all prizes are available to be won, there is no guarantee they will all be won’
- Again – if you win, you’ll get the winning notification immediately, either online, by email or by text
- For some promotions, you enter your unique code via text or online for a prize draw rather than an instant win. There may be hourly or daily prizes, or perhaps just one draw for a big holiday prize.
- For some promotions, as well as having a chance at an instant win prize you’re also entered into a draw for a grand prize – eg. Yeo Valley had an instant win for a camper van (nobody won!), but all losing entries went into a draw for a second camper van
- For ‘Rewards Club’ promotions, codes from packs are required and can be exchanged for prize draw entries – eg. Patersons Shortbread, Yeo Valley, Anchor Butter
- If you win, you’ll find out either after the end of the draw window (eg. at the end of the hour), or after the final closing date of the promotion
Winning packaging (instant win)
- Occasionally the winning message is printed or enclosed in the packaging, in which case you need to keep it to claim your prize. It might be a Gooless Creme Egg!
- Chances of winning a big prize this way are small! Companies might use ‘reverse shoplifting’ to put the winning packs on shop shelves, to ensure they are sold – so if you see someone doing this, watch carefully just in case they’re planting the prize chocolate!
Proof-of-purchase (receipt and/or packaging required)
- Several years ago the UK law changed, and now it’s OK to require a purchase for a random prize draw (you’ll still see the ‘no purchase necessary route’ for Northern Ireland)
- For some comps you keep the receipt and post/email it only if you’re a winner – entry is usually via a simple text message or online. This type of promotion can be open to abuse, as people will enter without having a POP (Proof Of Purchase) and then ask for one on comping forums if they win. Most compers – including me! – would prefer that receipt details were required and validated at the point of entry. NEVER give up your POP to a winner who doesn’t have one – the company may redraw prizes and pick you the next time round!
- Unfortunately, for some promotions the receipt or POP is never asked for – so people can get away with not buying the product!
- You sometimes need to post off your receipt, enter the details online or email a photo of it at the time of entry.
- Some promoters will ask for receipts and/or packaging for all your losing entries when you win – so keep those too! This is usually for promotions that require a batch code rather than a unique code, just in case you’ve entered ten times with the same code/receipt, but only bought one product.
- You’ll occasionally see an old fashioned slogan competition where you need to buy the product AND complete a tiebreaker to enter – sadly these are few and far between!
Swipe to win/automatic entry
- You’re entered into a prize draw when you buy a certain product and swipe your loyalty card (Nectar, Tesco, Superdrug etc) when you pay. It might also be hosted online, where purchase of a certain product automatically enters you into a prize draw.
- With these promotions, even people who don’t want the prize and know nothing about the competition will be in the draw, so chances of winning are minimal – there’s also the risk that a car will be awarded to someone without a driving license, or an 18 year old student will win a family holiday for 4!
- Just to prove that people DO win ‘swipe-to-win’ comps though, a Compers News member won a Vauxhall Adam car in a Tesco/Mars promotion!
Phone and Text competitions
- Most magazines and newspapers have gone down the text entry route to get revenue – some texts can cost £2 or more, but this means that entry numbers will be low!
- For some on-pack promotions, you don’t need to buy the product but the text entry will cost you money – you might have to text a few digits from the barcode to enter.
- Check T&Cs for call cost – sometimes it’s well hidden.
- Beware text comps advertised in local papers or on local radio – they might actually be hosted across nationwide publications, meaning a slim chance of winning.
- Charity promotions could be a raffle, or a competition where you make a donation for every entry. As well as having the chance to win a prize, you’ll also know that you’ve done a good deed by giving money to charity! A few years ago I won a £400 spa day in an Asda Tickled Pink promotion where almost every entrant won a prize – the minimum donation was just £1!
- Much rarer than they used to be, entry forms in publications give you a great chance of winning. You have to buy the magazine or newspaper, AND you have to pay for a stamp to post it off! I have had success with entry forms in kids comics like Epic and Kick!
- There are still postcard entry comps listed in publications, but they are rare (you can find lots in Compers News magazine each month).
Using a product in a photo, video or recipe competition
- In lots of promotions now, you have to feature a product in a photo, recipe or video, so you’ll need to buy it if you don’t have it hanging around at home! Walkers ‘Snap and Share’ and Ambrosia ‘100 Happy Years’ are two current examples, and you’ll find lots of photo comps on social media, especially from smaller brands trying to raise brand awareness!
- There are also instant win promotions where you use a mobile app to ‘scan’ a product – for example, on the Pepsi app last year you could scan Pepsi bottles for a chance to instantly win a PS4!
And there you have it – some options if you want to spend a little money on your hobby. Also check out my tips on winning prizes in on-pack promotions!
Do you spend much money on your hobby – and what’s the best prize you’ve won in a purchase comp?