Jelly Belly Candy Co. will introduce a new mystery jelly bean flavor in time for next Easter. Participants who guess the mystery flavor can enter a $10,000 sweepstakes online via the Jelly Belly Facebook page. In addition, they can enter an online instant-win game for the chance to win thousands of prizes. The specially made beans will be white with red question marks so as not to offer any hints of their flavor. The mystery candies will be available in specially marked bags as early as January 2013 and entries will be accepted through July 2013.
What's interesting about this promotion is the way Jelly Belly is tapping into shoppers' love of a challenge and their desire for a little mystery in their lives. It's not a complicated or unusual set-up but simple can be good if the message is right. And the fact the company created a specialty item to support the promotion speaks of an integrated, flexible organization. Take the opportunity to spur shoppers' interest in your brand with a mystery they can solve. It doesn't have to be a complex, difficult challenge. It just needs to intrigue them enough to stop and think about your brand for an extra minute or two. Adding this extra level of engagement can improve loyalty and help shoppers appreciate your company a little more.