Often times, when a company launches a sweepstakes, the grand prize and even some of the tactical elements don’t align closely with the brand.  I recently read an article in Marketing Daily, by Karlene Lukovitz, about the new Ghirardelli Chocolate sweepstakes, “Million Moments of Timeless Pleasure”, and I was impressed by the engagement, relevancy and integration that they are bringing to the initiative as they target a large audience and correlate the elements back to the brand.  It’s all about promoting Ghirardelli Chocolate Squares.  And, not too surprising, according to VendingMarketWatch.com, 81% of Americans eat chocolate.  

Ghirardelli is employing social media tactics, among other elements,  and encouraging chocolate fans to go to a micro-site (www.ghirardellimoments.com) and share comments/memories about when/where they enjoy eating the squares.  The comments are broadcast in New York’s Times Square and streamed live on the website.  I would imagine that the comments will be fodder for some future marketing efforts.  Fans can enter the sweepstakes and be eligible to win a number of prizes including a fabulous trip to one of four famous squares in the world, i.e. Times Square, Ghirardelli Square in San Francisco, etc.  A tour of major cities utilizing street teams is also a part of the campaign. 

 In the current economic environment people are looking for simple, affordable indulgences – chocolate is one of those.  In addition, leisure travel has taken a hit (leisure travel is still projected to be down throughout 2010 according to a variety of sources) so the opportunity to win a trip is extremely attractive and timely.  These factors that key in on the current consumer mindset,  joined with a dose of fun and creativity,  makes it an interesting campaign to follow.

 It is thematic, engaging, fun, sophisticated, relevant and an integrated initiative that fits the brand.  And when it’s all said and done, chocolate simply makes us smile, doesn’t it?