Slim Jim: Every code wins

Partnership delivers exclusive digital download content for EA titles.


In the spring of 2012, we created a website to market a partnership between Electronic Arts’ Global Media Solutions and ConAgra, the manufacturer of the popular jerky snack food Slim Jim. Together they launched a program that allowed customers to take coupon codes from marked Slim Jim products and redeem them for instant win sweepstakes and EA “in-game” prizes.


The “Every Code Wins” promotion provides consumers with the ability to receive digital content available for redemption within EA games. The game titles for this 18-month program included Origin store discounts, NFS Most Wanted, MOH Warfighter, and DeadSpace 3. For this promotion 142 million unique product coupon codes were created and shipped to retail outlets throughout the USA.

Building for the redemption of 142 coupon codes

As the technical implementation vendor chosen to architect, build, and test the EA Portal application, OXD coordinated a wide range of parties in making Every Code Wins a reality.


Working closely with the talented folks at Tris3ct and promotions.com, we developed and iterated on the initial user flows, provided the site IA and Wireframes for both desktop and mobile versions, designed and implemented a new technology platform, elicited and constructed a custom KPI reporting dashboard, and then built, tested and deployed the application.

Coordinating with more than 20 stakeholders

The OXD team was also tasked with load test planning and execution to meet EA’s high availability 4SPR standards, as well as passing Red Team security compliance for EA user account integration. The site handled upwards of 300,000 redemptions per day and was capable of being scaled to accommodate peak loads at launch.  Over the course of 18 months we managed 3rd party codes to grant the participants in-game content.


One of the main project challenges overcome was coordination between all the team members, suppliers, and vendors. With over 20 parties involved, project management and constant communication was key to the successful launch of this project.


“With a 241 percent increase in U.S. gamers between 2008 and 2011, we know that gaming is huge, especially among Slim Jim fans,” said Daniel Marple, brand director, ConAgra Foods. “Gaming and Slim Jim already go hand in hand, so partnering with EA not only gives players more of their favorite snack but also delivers on what gamers want most – exclusive access that enhances their experience and gives them an edge over their competition.”

OpenRoad is now OXD.

After 23 successful years as OpenRoad Communications, we’ve made some changes. We’ve got a new name and new website, but we’re still the same people you know, focused on using research, strategy, design, and technology to make new experiences possible.

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