Convenience retailer SPAR is launching a digital sales promotion drive through AgencyDMG aimed at increasing brand awareness and driving own-brand sales with a wide consumer audience whilst capturing data – integral to SPAR’s three-year digital strategy.

This is AgencyDMG’s first work since its appointment in May to overhaul and implement a new digital strategy for the brand.

At the heart of the promotion is a viral game Shelf Sniper, launching on 16 September. In the ten-level shooting game the player has to scan SPAR own-brand products on a shelf which flies out at them from various backgrounds depicting relevant eating occasions, such as an office (lunchtime) and a garden (BBQ). Players progress to the next level after notching up a certain score, with each level getting increasingly difficult. After completing level one, the player can enter their details to receive a £1 off voucher to redeem in-store when spending £10 or more.

Players also have the opportunity to take part in a prize draw to win a £1,000 cash prize and weekly £50 cash prizes. In-store POS material designed by AgencyDMG, including shelf barkers and posters, will attempt to drive consumers to the game from in-store. 

The promotion is part of an integrated campaign - including TV, press and radio - aimed at communicating the quality, range and value of SPAR’s re-launched own-brand range; and the convenience of shopping at its stores.

Recently appointed Head of Marketing Support for SPAR UK Adam Margolin, explains the strategy, “With the ‘Shelf Sniper’ Game we’re communicating the range, different eating occasions for, and convenience of SPAR’s own-brand products and the key message that with SPAR quality own-brand is now at hand. The in-store communications will drive traffic to the game, the cash prize will incentivise playing over a period of time whilst capturing valuable consumer data, and the vouchers will drive traffic in-store to increase basket spend and further build brand engagement.

Matt Ramsay, Client Director AgencyDMG comments “Bringing together the best in sales promotion strategy with viral as the digital delivery mechanism, the promotion is part of our strategy to help SPAR create measurable activation and long-term engagement with its target audience.”

The Shelf Sniper game will be followed by a new AgencyDMG-designed SPAR website set to launch later in the year.