The initiative, called ‘Get It with WrapperCash’, will aim to entice customers to buy promotional chocolate bars containing a special code that can be used as online currency to bid for items in an auction.
WrapperCash codes will appear on specially marked wrappers from Hershey’s most popular single serve candy bars, cookies and snack bars. The first online auctions will begin in mid May, with an additional mobile phone text service available to make collection easier. In order to enter online auctions participants must have an eBay account.
Consumers will be able to bid on items ranging from t-shirts to televisions to big ticket items, such as cars and ‘experiential’ items that money can’t buy. Winners will be determined by the highest number of WrapperCash points, as gained from accumulated wrappers.
By leveraging the power and excitement of eBay, Hershey is taking consumer loyalty programs to a whole new level, said Gary Briggs, chief marketing officer for eBay North America. With eBay, Hershey’s WrapperCash makes it easy for consumers to bid on a whole range of exciting items.
