During my time working with a Canadian cannabis chain retailer, we had the opportunity to partner with one of the largest cannabis producers in Canada for a consumer-focused giveaway. The challenge was, given the strict regulations around cannabis marketing, the contest needed to be educational in nature, executed on-premise and limited to 19+ participants.

I used the contesting opportunity to grow both brand’s respective databases. The “See where your Grass in Grown” initiative invited users to opt into our and the licensed producer’s database for a chance to win an all-expenses paid round trip for 2 to tour the producer’s growing facility, an Uber Eats gift card, swag and cannabis accessories donated from some of our vendors. We activated inside all 8 retail stores and incentivized a store-wide competition amongst staff to drive signups.

Through this initiative, we offered customers the inside look behind some of their favourite cannabis brands while growing our database by 356% and providing value to one of our biggest partners.