Win Festival Tickets and Free Music Tracks with Ribena

Ribena has an on-pack promotion to win 100s of festival tickets for 2011 and 2012 and 1000s of free music tracks. I picked up a bottle of Ribena Sparkling at my local One Stop where there was an attractive Free Standing Display Unit. To enter I had to locate the 4 character code on the bottle neck and enter it at www.ribena.co.uk. This immediately redirected to www.ribena.co.uk/summer-soundtrack with an entry form. As well as the neck code, the form collected 5 pieces of information: Title, First Name, Last Name, Email address, Date of Birth and Postcode. I was impressed with the very clear instructions on how to locate your code on the bottle, but the form was confusing. I completed all the elements marked with an asterisk but had a error message returned: “Please check the form below and ensure your details have been entered correctly.”. It would have been useful to be told which details were incorrect because there was a tick next to every mandatory field, which indicated that I’d filled in the form correctly. I guessed that it might be House Number (which wasn’t marked with an asterisk) and it seemed I was right. Once I clicked the ‘Find Address’ button, the form opened up to present my full address. This time the form submitted successfully and I was presented with a message saying “Sorry, you haven’t won this time”.

I did like the promotion though: the bottle design was superb, and the website was interesting, with a picnic spot finder and a fun music mixer. Ribena integrated the promotion with a giveaway tour but this had ended when I looked at it.

The promotion could have been improved by considering mobile users. The whole brand message is around being outside in the summertime but the promotion and website were far from mobile-friendly. On my iPhone, I was invited to download Flash to use the music mixer; the picnic locator didn’t work at all and the Summertime Tour Map was also out of bounds.