In 2003, Snapple launched it’s “Yard Sale” promotion, which allowed consumers to bid on items in its online yard sale using Snapple caps as currency. Items available in the Yard Sale included a yellow 1959 Cadillac, a Nintendo Game Cube, a Snapple bowling bowl, Snapple shower curtains, a Piaggio scooter, and a foosball table. The items cost anywhere from 5 to 10,000 Snapple caps. Snapple kept the Yard Sale authentic by allowing consumers to haggle for the best possible deal on their favorite items.
As part of the Yard Sale, consumers could also enter a special “Caps Can’t Buy Sweepstakes”. The sweepstakes included prizes from partners like MTV, VH1, TNN, Nintendo, and Quiksilver including: (1) a chance to visit the cast of MTV’s Real World in Paris; (2) VIP tickets to the 2004 taping of “VH1 Divas”; (3) an exotic trip to Tavarua Island in Fiji to watch the Quiksilver Pro World Championship Tour professional surfing event; and (4) a Big Apple Broadway Show and dinner with Wendy “The Snapple Lady”.
The Yard Sale also went on tour to host events at real homes in suburbs across America with tons of Yard Sale items and free Snapple. Snapple ran promotional TV commercials on Viacom’s MTV, MTV2, VH1, BET, Spike TV, Nickelodeon, Nick@Nite, College Television Network, and CMT and radio spots in thirteen markets across the country.
The caps were printed in silver on its teas and juices and yellow on its lemonades. Over 300 million bottles entered circulation in the U.S., Puerto Rico, Canada, and the Caribbean from April to November 2003. The caps reuse facts in the the 110-190 range.
References
- Spend your cold, hard caps at Snapple.com. BevNET. June 25, 2003.