DIXIE -
WHAT CAN DIXIE TAKE OFF YOUR PLATE?
When the pandemic hit everyone’s world changed in an instant.
For many they had never faced so many challenges at once and
they needed to adjust and figure it all out on the fly.
That’s why Dixie decided to help and ask a simple question…
What Can Dixie Take Off Your Plate?
What followed was a first of its kind contest,
where anyone could ask for anything to help them during these tough times.
The contest lasted 8 weeks.
Each week…
1 Grand Prize Winner won $10,000 towards their request.
50 contestants won $500 toward their request.
Over the 8 week period we received over 23,000 entries.
Effie Awards 2021 Finalist - Social Good - Brands/Positive Change
Program Recap
TV / OLV
To spread the word we launched the contest through TV and OLV
:30 TV / OLV - Featured real social posts from real people
The TV/OLV was updated during the contest to feature real winners
The second post of the mom working out is an actual winner from the contest as we helped her get proper fitness equipment.
HOW TO ENTER
You could enter on Instagram using #Dixie #Offmyplate or through a microsite at Dixieoffmyplate.com
Social videos explained the contest and directed how to enter
On the microsite consumers uploaded their submission and answered questions. They could also see what others submitted in the gallery
SPREADING THE WORD
We got a little help from our friend Guillermo from “Jimmy Kimmel Live”
to get the word out about the contest and how to enter during the show
ADDITIONAL PR COVERAGE
A FINAL THANK YOU
As the contest wrapped up we released a final spot to say
how moved Dixie was to be able to do so much for so many people and
highlighted real winners and how we were able to help them
