Carlsberg X WWF

A Major Brand. 1,000 Prizes. Zero Unique Codes.

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Client

Zeal Creative

Year

2025

Services

•Micro site
•Money back code integration

PROJECT OVERVIEW

Carlsberg wanted to run a large scale on-pack promotion in partnership with WWF, offering 1,000 cashback prizes and a £10,000 grand prize. With no unique on-pack codes, the campaign required robust fraud protection while remaining simple and accessible for consumers.

The Challenge

Without unique codes printed on pack, the risk of automated entries and repeat claims was high. The promotion needed to operate at national scale, remain fully compliant across the UK and Channel Islands, and securely process cashback payments without adding friction to the user journey.

The Solution

We delivered the campaign via Promotix, layering multiple protection and control measures into a clean consumer experience:

Geolocation routing for UK and Channel Islands entrants
No-purchase-necessary entry route for CI residents
Unique one-time entry codes issued at registration
Barcode validation requiring last 4 digits
Winning Moments engine seeding 1,000 cashback prizes daily
Late-entry and mop-up draw functionality
Secure cashback claim links for validated winners
Integration with fulfilment partner for direct bank or PayPal payments
GDPR-compliant opt-in capture for WWF

The platform balanced strong fraud controls with a smooth, mobile-optimised journey.

Geo-location requirements
Integration of cashback links

Results

The campaign successfully delivered 1,000 instant cashback prizes and a £10k headline draw at scale, engaging thousands of shoppers while remaining secure, compliant and spam-resistant throughout.

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