Back in March this year, Maximus launched a nationwide on-pack consumer promotion ‘Award A Lord’. And this month, the Lord has been awarded! defines a ‘Lord’ as ‘The true man. A rare legend. What perfection strives to be.’ Maximus created nearly 30 different types of Lord so there’s one for all of their consumers to relate to, and true to Maximus’ irreverent humour, they include tongue-in-cheek Lords such as Dad-Bod Lord, Buff Lord, Sweaty Lord and Dating Lord.

The promotion mechanics were simple – 1) buy a promotional bottle of Maximus 2) Take a photo of yourself with the bottle that represents you the best and upload it to Facebook or Instagram with the hashtag #AwardALord.

#AwardALord was promoted on pack and via an in-store shopper campaign, created by Saltmine, encouraging consumers to share why they should be crowned the ‘Lord of Lords’ in a bid to win $1 million. Maximus consumers love a bit of banter and a bit of a gloat so they weren’t shy in posting their photos with the promotional hashtag all over social media, which became a media channel in itself.

One Lord was awarded each week for 8 weeks, each of them winning $1000. Those Lords then went into the running to be one crowned the Maximus ‘Lord of Lords’ and one lucky Lord, Angela Lafaitele, had the opportunity to play for the major prize of $1mil. She had a 1 in 100 chance to draw the million dollars and came away with the consolation prize of $10,000.

Click here to check out her win.

Click here to read more about Saltmine’s involvement in the promotion.