Dulux is launching a promotion in tins of paint sold in B&Q stores, offering customers the chance to win prizes worth up to £250,000.
In a first for the paint category, 36 lucky winners could open a tin of paint to find a £250 Golden Ticket hidden inside. The randomly seeded tins containing a total of £9,000 in tickets, can be found in B&Q stores nationwide from this week until 19 June 2014.
The promotion, developed by Initials, will run in 36 tins of Dulux paint in B&Q, which will look identical in every way to the equivalent variant. Customers that find a Golden Ticket must send the ticket, along with the original till receipt and their contact details to a dedicated address, to claim their prize.
A further £250,000 worth of prizes is up for grabs online through a dedicated microsite. Customers simply enter their details at www.istherecashinmytin.co.uk for a chance to win cash or B&Q vouchers.
The promotion is being advertised via POS including A5 leaflets, Dulux tin tags and through a quarter page ad in the upcoming issue of B&Q Home Magazine that will reach up to 10m readers.
Mark Woor, brand manager at Dulux, said: “Initials has come up with a genuinely innovative campaign that adds real fun and excitement to the category. With £250,000 in prizes up for grabs, winners will be able to paint the town red, or indeed any other colour they like from our fantastic range.”
Nathan Palmer, communication director at Initials, said: “Promotion in the paint category usually focuses on value offers and discounts. ‘Is there cash in my tin?’ is a brave attempt to do something different and creative that consumers will love while building value for the Dulux brand.”