Instant win contests can be used in a lot of fun and interesting ways. Generally, we see them in retail and this fall we seem to be working on more than a few.
While this contest is not one we’re working on, it’s worthwhile to review here in this blog. The Vachon Sweet Taste Of Retirement contest uses instant win for their standard prizes, but also prize indemnity for their match-and-win grand prize, $50,000 a year for life (or a $900,000 lump sum). The contest scratch cards appear in a number of Vachon products, like this Jos. Louis box.
The design of the box sticker and ballot are OK, but the sticker is perhaps a bit difficult to see at retail. Perhaps contest-specific packaging might make sense.
On our contest card, we received the “V”, but otherwise didn’t win an instant win prize.
Why are we not fond of this one? The most significant shortcoming is the lack of an odds statement within the contest rules, since this is a legal requirement for Canadian contests. Vachon certainly knows the odds for the instant win prizes and, despite what their ‘statistician’ may say, the odds for the match-and-win grand prize are calculable. At minimum, this is misleading to consumers and not a course of action we recommend to clients.