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An innovative retail promotions experience that allowed Safeway customers to use their AIR MILES reward miles to bid on a wide array of products via an online Auction/Group Buy site.


Participants required a unique PIN from an e-Auction game ticket each time they wanted to bid on an auction item or activate a Group Buy. Customers earned a game ticket when they used their loyalty card in-store and bonus game tickets when they purchased participating products.

The campaign included: in-store POS, break-open game card, microsite, social integrations, commercials, explainer videos, and vendor participation.



Explainer Video

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