This week was the second stage of our 3-week branded content project with Heinz Beanz. After brainstorming our initial idea last week, we moved into developing the concept further, creating visual mockups and preparing our pitch presentation.

Our campaign idea is a Heinz Beanz x Crocs collaboration, built around a “Buy – Scan – Spin – Win” promotion. When customers purchase a Heinz Beanz Flavourz can, they will find a QR code inside the tin. Scanning the QR code will take them to a digital spin-the-wheel website, where they can win prizes such as limited edition Crocs or Croc charms.

The campaign is designed to target young consumers, as this audience is highly engaged with digital marketing, QR codes, and interactive promotions. Research shows that younger audiences respond strongly to gamified marketing experiences, where users interact with brands through rewards and competitions.

The final campaign concept will be presented through a pitch presentation, showing the idea, visuals, and marketing strategy.

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Technical

This week we researched how interactive marketing campaigns work, particularly those using QR codes and online reward systems.

We also researched how gamified marketing campaigns, such as spin-the-wheel promotions, can increase customer engagement.

For creating the visual elements of the campaign and presentation, we used Canva, that allowed us to build mockups and pitch visuals clearly.

This research helped us design a campaign that felt realistic and achievable from a marketing perspective.

Story

The core idea behind our campaign is to create a simple but engaging journey for the customer.

The concept works in four steps:

Buy → Scan → Spin → Win

This structure creates a clear and interactive story, where the consumer moves from purchasing the product to participating in a fun digital experience.

To help shape the campaign idea, we looked at examples of brand promotions that combine physical products with digital rewards.

This approach allows Heinz to promote their products while also encouraging social media engagement and brand excitement.

Style

Stylistically, we wanted the campaign to feel bold, playful, and visually recognisable, reflecting both the Heinz Beanz brand identity and the colourful style often used in Crocs collaborations.

Heinz is known for its iconic branding, which we kept central to the visual design.

Crocs collaborations often use bright colours and fun accessories, which inspired the idea of giving away Croc charms alongside the limited-edition shoes.

By combining these two styles, we created a campaign aesthetic that feels fun, modern, and appealing to younger audiences.

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This week focused on developing the campaign and preparing the pitch.

My practical tasks included:

• Expanding the Heinz x Crocs campaign concept
• Designing visual mockups of the Crocs collaboration and promotional materials

• Creating the Buy – Scan – Spin – Win campaign structure

• Developing ideas for how the QR code system would work
• Designing the spin-the-wheel reward system

• Creating slides for our pitch presentation

Creating mockups helped us visualize the campaign, making it easier to communicate the idea during our pitch.

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What Went Well

• Our Buy – Scan – Spin – Win campaign idea is simple, clear, and easy to understand.
• The campaign connects physical products with a digital experience, which suits the target audience.
• Creating mockups and visuals helped make the idea more convincing for the pitch.

Even Better If

• We could develop the spin-the-wheel website concept further to show exactly how it would function.
• Creating more detailed product mockups could strengthen the visual presentation.
• We could research more examples of successful brand collaborations to strengthen our pitch.