The Campaign

To celebrate 25 years since the launch of Starmix, HARIBO ran its largest ever on-pack promotion on share-size bags of Starmix, Tangfastics and Supermix.


Prizeology devised and executed the open magic moments promotion from start to finish. During every single hour of every single day for six months, consumers could win prizes by inputting a unique nine-digit code printed on individual packets of sweets. There were 4,200 prizes available in total – 175 Xbox games consoles, 1,500 bowling, trampolining and laser tag activity vouchers, and 2,525 board games – and all were sourced by Prizeology.

Not only did Prizeology handle the prize sourcing, but it also designed and created the entry portal and robust back-end, which included built-in real-time anti-fraud measures, wrote the magic moments algorithm and generated the unique codes that appeared on each HARIBO packet.

It drew up the terms and conditions, including a version for Northern Ireland, which has different prize draw rules and regulations to the rest of the UK, and took care of the prize fulfilment and winner management, as well as all the customer service related to the promotion.

All entrants, including those who entered after the instant win promotion had closed, were also entered into a grand draw, administered by Prizeology, to win a ten-night holiday in Florida for four.

The outcome

The client wanted a ‘playful’ promotion in line with the 25th birthday celebration and its brand values, and the prizes and overall presentation of the promotion successfully achieved that. Despite the complex logistics and size of the promotion, it ran extremely smoothly and was enthusiastically embraced by consumers.