Services of America:
$50,000 Virtual Room Makeover
a leading publisher of lifestyle magazine inserts
for newspapers developed a room makeover contest for
its flagship publication, "From House to Home".
Available in over 100 newspapers, the contest was
branded for each market with a "brought to you
by" feature and a winner in each market as well
as the overall national winner.
submitted a room in their home "most in need"
of a makeover by the Christopher Lowell design team.
Submitting three photos of the room and an essay on
how the room is used, the design challenges or opportunities
and the ambience/feel the entrant would like to create
with the room.
|Logitech: Liberate Your Life Instant Win Game & Video Contest
Supporting its laptop peripherals of wireless mice to sound systems, docking stations and web cams, Logitech displays in thousands of retailers during the Back to School season grabbed the attention of the high school and college bound crowd. Immediacy of “winning on the spot” and an incredibly strong prize structure: thousands of 3-song music downloads bundles and laptop peripherals kept traffic strong for the six-week promotion. Music downloads were fulfilled instantly with a download code assigned to the winner and linkage to the Rhapsody site within seconds of naming a random player as a winner.
Simultaneous to the game, site visitors were encouraged to produce videos showing how laptop peripherals had “liberated their life”. The winner received an elaborate concert trip prize for 10 friends.
And ensuring success at all levels, retail sales associates weren’t forgotten: When an associate completed an on-line training modules at Logitech U, he/she got a chance to play the instant win game for a prize structure that mirrored the consumer offer, plus ten associates won Piaggio scooters.
|SEGA of America: Train Like An Astronaut
SEGA tied in with the Kennedy Space Center to create awareness for its upcoming game release of “Planet 51: The Game”. Entry is simple and geared to drive registration for SEGA PASS. Individuals 13 and older simple register for the free SEGA PASS account (or login if they are already members), and enter with their account number and e-mail. Parents were required to enter for individuals under the age of 18.
Prizes included the family trip to the Kennedy Space Center for a day of simulated training with first prizes of copies of the game and Planet 51 swag.
|Ubisoft: Great American Word Challenge
Ubisoft, an international game developer, backed the release of a "My Word Coach", a Nintendo casual game, with an on-line "challenge". The promotional site featured 12 word games, which mirrored the actual video game play. Entrants provided their zip code, which assigned their score from the word games to their city -- and a real time scoreboard tracked the top ten leading cities over the 3-month promotion. Prizes included Nintendo Wiis and a Trip to Washington DC.
The promotion was launched with a live event in Times Square the weekend of the NYC Marathon and extensive PR efforts resulting in a number of leading daytime talk shows featuring the product and the promotion. The winning city? Fresno!
Federal Credit Union: Update Now!
the verge of a major IT systems conversion, GTE needed
account holders to update crucial fields of information.
The solution was an instant win game that rewarded
account holders with a chance to win cash on the spot.
Account holders updating on-line accessed a virtual
rub-off game card; in branch customers received traditional
rub-off game cards.
The promotion ran at over 30 branches
and was supported with extensive in branch collateral,
email blasts, and statement stuffers. A strong $50K
cash prize structure with lots of daily winners and
an employee incentive program were key to the success.
|Sunglass Hut: Win a Trip to Maui
Displays in 1,800 Sunglass Hut retail locations in the US and Canada lured shoppers with a chance to win a deluxe vacation in Maui. Running in the height of the season for shades, the July promotion had strong trade support from Maui Jim Sunglasses: The Grand Prize sported a 7 day trip to Maui, accommodations at the Sheraton and an action packed activity package.
Promotion offered on-line entry as well as in-store entry displays.
Entertainment: Intel Indies Film Contest
Entertainment, a major on-line music and film entertainment
site, reinforced its product content of independent
breakthrough films and increased its ad package value
to a core client/advertiser, Intel. Film-makers submitted
productions based on a their interpretation of the
"magic wand" theme.
criteria were tightly defined with all acceptable
formats being submitted in electronic mail able formats.
A judging panel comprised of industry experts including
staff from Shockwave reviewed entries on the criteria
of creativity, entertainment and production technique
and value. Contest winners were announced and winning
films screened at Intel sponsored event at the Sundance
|AddictingGames.com: Battle of the Schools Competition
Teaming up with a key advertiser, Hachette Book Group to promote the James Patterson Maximum Ride book series, AddictingGames launched an on-line competition targeting middle and high school students across the country. Each week students were encouraged to “cast a vote” for their school on-line – as well as getting other students and parents “on board” to support their school.
The top vote getting school each week won 100 copies of one of the Maximum Ride books for their use. The overall winning school additionally won a place in literary history: The school was written into the next book in the Maximum Ride series as a location/setting. for four weeks. Extensive site advertising and e-mail launches to the AddictingGames subscriber base supported the promotion.
|Hollywood Tans: Hot Tan, Hot Car Sweepstakes
Hollywood Tans, the largest tanning franchise with over 500 salons appealed to its image conscious 18-30 year old customer base with a promotion touting sizzling imagery of their spokesperson, a professional model & franchisee holder and a luxury car prize awarded every month.
The offer goes to the issue of churn: For every tanning session a client uses they get an automatic entry…the more you tan (& get the most of your membership), the better the chances of winning. Smart PR work includes a fast turn winner's photo-shoot each month ensuring the next month's Point of Sale kits feature the each new winner. Twenty-five iPods are also awarded each month and the growing list of winner’s names is visible in the salons. Promotion is supported with billboard, radio, web, & extensive salon collateral.
Generation Transformation Film Festival
an exclusive Candies clothing line Kohl’s wanted
to dial up its presence and affiliation with the young
adult audience. Atom Entertainment’s heavily
trafficked site provided the perfect match for exposure.
8-week promotion challenged young filmmakers to submit
their production on the topic of "generation
transformation". Entries were judged against
criteria to arrive at 10 semi-finalists. Semi-finalists
productions were then available at the Atom site for
a site-user voting period to determine the Grand Prize
winner. The Grand Prize winner receives a stint as
a working intern on the production set of Warner Bros.
Television Studios, One Tree Hill. Secondary prizes
includes autographed skate decks, Candies autographed
memorabilia and Kohl’s Gift Cards.
|Nuance: Share the Joy & Win
Dragon Naturally Speaking is one of the leading voice recognition software packages available and benefits from a very loyal and enthusiastic user base. Driving retail sales and leveraging the loyalty of its users, this campaign was “closed” and offered only to existing customers of Dragon.
Adding real content to the viral campaign, the solicitation e-mail to customers encouraged existing customers to describe how they felt about the software and then send their “gifting suggestion” off to five friends or associates who they felt could really benefit from the software. For every referral provided, existing customers received additional entries. Both solicitation e-mails and referral e-mails included special pricing offers available only within the promotion and active links to encourage “get your shopping done now”!
|Taylor Morrison Homes: Dream Home Giveaway
Taylor Morrison builds homes in communities in CO, AZ, FL and TX and supports its sales centers with a recurring annual promotion that delivers big with awareness, traffic, and leads. Offering multiple ways to enter and the ability to generate up to 150 entries via any method, consumers can enter on-line multiple times, by mail …or rack up multiple entries by scheduling and completing an appointment at any sales center’s development.
The single Grand Prize really is a “life changer” for winners: A Taylor Morrison Home up to $200,000 in any one of their 4-state area developments and a Family Vacation to one of the Disney properties.
Search: Ultimate Gas Giveaway
Search, an on-line access directory for metropolitan
markets increased the value of its advertising package
with a traffic building sweepstakes for a key client,
to increase the visibility of Toyota’s banner
ads on the Citysearch site, and deliver a qualified
database for regional dealerships, the promotion ran
for a 4-week period and featured a single attention
grabbing prize: $5,000 in FREE GASOLINE.
Sugar: 12 Special Memories
of the oldest brands in America began its 2nd century
with the launch of an engaging and interactive website
and a series of 12 monthly "special memories"
themed sweepstakes. The promotion was supported with
special promotional packaging on all SKUs for the
entire year, as well as store POP and a recurring
efforts drive shoppers to the site to register and
then return month over month to participate in a range
of activities – each activity earning additional
earn a sweepstakes entry for the 12 monthly sweepstakes:
Download a recipe and get an entry, email one to a
friend and get two entries, click on a "sweet
trivia" for an entry, take a survey, upload a
|Peet’s Coffee: Discover Uzuri Sweepstakes
Getting the word out on one of its limited availability blends, Peet’s coffee used daily drawings to awards hundreds of winners each day with a free bag of Uzuri coffee. Retail displays, Facebook awareness and a viral referral feature for additional entries kept entry level high for the month long promotion.
|TurnHere: Fall in Love with Video B to B promotion
TurnHere produces and hosts website video solutions for small to mid-size businesses across the country. The sweepstakes was open only to small to mid size business owners and/or their employees and ran for four weeks.
Each week 100 companies won a free video production for their companies website and one company won a video production and a $1,000 gift card from the retailer of their choice: FedEx Office, Staples, Costco or Best Buy. The promotion was driven primarily with targeted list buys for small businesses and associated e-mail launches.
|Taylor Morrison Homes: Homemade Memories Video Contest
Using a social media venue to create awareness, Taylor Morrison ran a 10-week video contest encouraging entrants to submit a brief video on its YouTube channel, which captures the essence of what a home means.
Entries are screened and available for public viewing and each week, a judging panel selects that week’s semi-finalist.
In the final one-week voting period, users cast votes to determine the top entry … who will receive the equivalent of a year’s mortgage payments … a check for $18,000. Local sales centers are encouraged to display entrant’s video submissions from their areas and to create as much local PR associated with entrants from their communities.
|Litehouse Foods: Madagascar Dipping Sweepstakes
Litehouse Foods produces a wide range of sauces, dressing and dipping products.
The caramel dipping sauces are targeting at Moms and kids and merchandised with seasonal displays in the fresh produce/fruit section.
To increase display prominence Litehouse leveraged the home video release of Madagascar: Escape 2 Africa™.
Displays with playful animated graphics in over one thousand grocery retailers in the United States and Canada drove traffic to the promotional website.
Prizes included a Home Gaming Systems, iPod nanos and the Madagascar DVD double pack from DreamWorks studios.
|Brightstorm: SAT/ACT $20,0000 FREE Tuition Sweepstakes
Brightstorm is an on-line education provider specializing in prep courses for high school junior and seniors gearing up for the SAT or ACT.
The promotion used a single compelling prize to grab parents’ attention and motivate the course purchase. Any student completing one of the on-line courses received an automatic entry with extra entries awarded for individuals who completed and then referred the course to friends.
Promotion was supported with on-line ad buys, targeted e-mail blasts and press releases reaching the school systems, teacher and educators across the country.
Express: Dinner on the Great Wall
the objective of developing an email database and
a "stand out from the crowd" message, Panda
Express featured the on-line sweepstakes in all locations
with tray liners, shelf talkers, and window signage.
Panda Express is the largest quick serve restaurant
in the Asian segment with over 800 locations in 46
states. An off-line entry method was available as
Grand Prize was a top of the line trip for two to
China, which featured a "chef", prepared
authentic cuisine evening, catered, literally on the
|Great NH Restaurants: Let's Trade a Meal!
T-Bones and Cactus Jack's, a NH restaurant chain "reined in" its popular loyalty program with an annual promotion. "Paybacks", awards customers a $10 voucher for every $100 spent. Like many successful & mature loyalty programs, the challenge is maintaining the program while reducing the liability of un-used gift card and loyalty point balances.
"Let’s Trade a Meal," offered customers a fun and exciting alternate to use the $10 vouchers for chances to win prizes and help a local charity, the New Hampshire Food Bank.
Customers redeemed a $10 voucher for 10 entries in the Sweepstakes, and the Sponsor in turn donated $2.50 to the NH Food Bank for each voucher redeemed in the sweepstakes.
A major trade-out with local businesses afforded great prizes like a $30,000 Volvo, a $20,000 kitchen makeover and a $10,000 Home Theater. The promotion was supported with extensive restaurant collateral, billboard, radio and television.
|Eries Insurance: Safe & Secure Sweepstakes
A major NE insurance company used this promotion to awareness and generate "survey qualified" contacts for its network of company and independent sales representatives. The on-line sweepstakes used a 5-question survey to determine current insurance needs and a refer-a-friend feature rewarded entrants with additional chances to win.
The promotion was backed with an extensive collateral package for the representative offices including direct mail inserts, office displays and fliers.
|Exciting Windows: Michael Payne's $10,000 Window Makeover Sweepstakes
Exciting Windows provides in-home design and installation of window treatments via its national network of franchisees.
Leveraging its affiliation with HGTV designer Michael Payne, an on-line sweepstakes open only to existing homeowners, offered the chance to win $10,000 in window treatment with a design consultation by Michael Payne.
Extensive collateral material kits were provided to the franchisees encouraging broad distribution of materials in their respective market areas: Door hangers, self-mailers, flyers, showroom displays and newspaper print ads.
The promotion had the single largest "buy in" participation rate from franchisees in the history of the company and generated "opt in" qualified leads from "day one" of the promotion.
|AAA: It's Great to Belong! On-Line Sweepstakes
A recurring and annual AAA promotion to support for its roadside battery service & sales was enhanced for the first time with an on-line entry method in the "It’s Great to Belong! Spring sweepstakes.
A communication challenge facing many AAA clubs is the "missing email address" in their members profile and the promotion made major inroads on this objective. Five survey questions to gage degree of familiarity members have with the roadside battery service & sales were included in the registration form, yielding some surprising feedback used to re-shape upcoming marketing initiatives.
The promotion receives heavy exposure with print ads running in all club magazines, direct mail and branch displays. A strong prize structure supported by AAA partners Sheraton, Ford, NASCAR and Continental airlines included cars, get-aways to NYC and NASCAR trips.
Lighten Your Loan
a financial counseling organization for college students,
launched the $20,000 Lighten Your Loan Sweepstakes.
Functionally the on-line sweepstakes ran exactly as
it had in an earlier time frame, but this time with
a bigger incentive package and new creative.
students could enter once each day during the 8-week
promotion and with each entry they could refer the
sweepstakes to up to ten friends. The promotion delivered
a strong 14% "build" to the opt-in database
directly attributed to the viral feature.
The prizes included varying amounts, up to $10,000,
which winners could apply to their outstanding student
50 Years of JokeBox
an irreverent and edgy entertainment site keeps its
subscriber base growing and traffic count high by
continually adding new content. The "JokeBox"
is a section of the site where subscribers submit
jokes and anecdotes for review, comment and interaction
with other JIBJAB subscribers. (AKA: JibJabbers).
launch "JokeBox", JIBJAB used a daily sweepstakes
geared to create daily site visits and interaction
with the JokeBox feature. With each joke submitted
to his/her JokeBox, the JibJabber received an entry
for that day’s drawing. Feedback feature posted
the photo of the daily winners and their joke. Each
day, for 50 days, a $100 Amazon Gift Certificate was
Ranch: Lettuce Take You Cruising
the competitive fresh package salad category, River
Ranch has found a tool with a series of attention
grabbing promotions. The method of entry is always
the same and underscores the partnership with Giant
Eagle – make a purchase of the River Ranch product
using the Giant Eagle Advantage card. A free, by mail
entry is also available for Giant Eagle shoppers.
The promotions are strong with upwards of $30,000
in incentives and are supported with danglers, shelf
talkers. Success of the format is apparent with recurring
use. Building creative equity, the promotion has run
as "Lettuce Cook for You" (personal chef
prizes) and Lettuce Take you Back to School (computers)
and "Lettuce Shop for You" (shopping sprees
and gift cards).
River: Ride of Your Life
River, a leading software publisher, launched a six-month,
high flying sweepstakes to encourage sales from its
core, active Affiliate base, stimulate new Affiliate
registration and re-activate current Affiliates who
hadn’t generated sales in 3 or more months.
Varying numbers of entries were earned for different
sales activities with bonus entries available when
hitting key benchmarks.
Each month 20 Affiliates won
an xBox 360 and a $50 Best Buy card with a final drawing
to award the Grand Prize: A 4-week "around the
world" expedition on a private jet! The winning
associate could choose the expedition or a cash option
Produce: 20th Anniversary Stella Sweepstakes
Produce, designer and manufacturer of "beach inspired"
casual wear for women celebrated their 20th Anniversary
with a summer sweepstakes. The line had placement
in Nordstrom's 93 stores, and 12 Fresh Produce branded
stores in major resort markets.
Scooters, a tie-in to the promotion, provided custom
painted bikes for the top-level prizes- the were used
for displays in Nordstrom flagship stores.
for 5 weeks, the promotion was geared to attract attention
to the FP line, reinforce the playful, spirited personality
of the brand and generate promotionally qualified
names for the house catalog list.
HP Music Video Contest
the leading provider of on-line music and video entertainment,
used a music video contest to hone in on the interests
of a core group of customers.
alternative rock bands featured free downloadable
songs at Shockwave site for an 8-week period. Contest
entrants could select any one of the songs on which
to develop and produce a 5-minute music video.
criteria were tightly defined with acceptable entries
submitted in electronic mail able formats. A judging
panel comprised of industry experts including staff
from Shockwave reviewed entries on the criteria of
and value creativity, entertainment and production
"What Drives You?" Sweepstakes
a leading market research firm for the automotive
industry, uses on-line surveys to gather preference/trend
data. The 150-question surveys take 45 minutes and
the request to participate is extended via email to
recent Subaru buyers.
"What Drives You?" Sweepstakes significantly
improved the completion rate and the speed at which
consumers responded to the survey. By completing the
survey, consumers got one entry for a chance to win
their choice of 5 different lifestyle prizes from
Fly Fishing to Kayaks, Bikes, or Driving Schools.
Consumers could get two entries if they completed
the survey within 48 hours of the email.
Win a Mustang Sweepstakes
international chemicals firm launched a B-to-B promotion
to generate sales of its Demon Termite Control product
line. Running during peak season, licensed pest control
professionals (PCP's) received an entry for every
gallon of Demon pesticide purchased. PCPs submitted
invoices with an Official Entry Form available at
distributors or via web download.
promotion was launched with POP kits for the distributor
network and trade ads. To keep visibility high, mailings,
which included a "Hit the Road" car atlas, and similar
themed incentives, were used throughout the promotion.
Center: Sales Associate Incentive Poker Game
Center, a major musical instrument retailer, used
a sales associate promotion to increase sales of their
warranty, the "Performance Guarantee.
a predominantly young, male sales staff, the game
was designed to look, feel and play like Poker.
every warranty sold an associate received a card.
Some cards were instant cash/apparel winners, but
the majority are playing card faces.
"held" their cards and assembled their best
5-card poker hand. Competition at store and corporate
level was encouraged with tracking posters and a website
where stores posted their "best hand" to
date. Seven finalists and their managers played
a real poker game at an offsite event for the top
prize of $5,000 and new Scion!
"Celebrate Cinco & Win"
all about the guacamole! The California Avocado Commission
maximized exposure with an on-line sweepstakes for
the three week, prime buying season preceding May
5. The promotion was marketed extensively with email
gave ideas on the "best ways to celebrate Cinco" and
viral marketing awarded additional entries for referrals
and fan club sign-ups. Every day site content changed
with new recipes, the best party ideas submitted by
entrants as well as avocado handling/storage tips.
winners were selected to win a Cinco Gift Basket that
included party amenities and avocados. Winner were
contacted and confirmed the same day and names were
posted at the site each day to keep involvement high.
Home Builder's Hummer Giveaway
introduced IMPASSE, a product used in the construction
phase to "termite proofs" a home for life. Driving
traffic to demonstrations at the International Home
Builders Show was key in getting the product launched
in time for the high season for home construction.
promotion was initiated with a 2-month pre-show mailing
schedule using the focal point of the Hummer Giveaway
at the show. Copy compared the impervious image of
the Hummer with the IMPASSE features/benefits.
promotion was open only to licensed residential builders
and builders were entered when they participated in
an A-V demonstration at the IMPASSE booth.
Home Builders: Back to School Bonus Game
a national homebuilder with 300 sales preview centers
used an instant win game promotion to stimulate model
previews and home sales during a fall period.
who completed a brief financial qualification form,
received a game card. The card gave the potential
buyer an amount to be deducted from the price of their
home, if closed before November 30. Discounts amounts
ranged from $250 to $10,000.
sales staff incentive was also used to stimulate further
activity, with an award of a $250 Lowes Gift Card
for every sale closed in the promotional period.
The Archestra Technology On-Line Test Drive
international technology company used an on-line sweepstakes
to prompt prospects to take an on-line software demonstration.
This trade promotion was targeted at Professional
Engineers in purchase recommendation positions for
major corporations. Awareness for the offer was built
with heavy trade publication ads and email launches.
professional engineer who completed the on-line demo
was entered for the BMW Z3. The reach was further
expanded by a 5-person "refer this demo to an associate"
feature. Entrants could earn up to 5 additional entries
for associates they referred who completed the demo.
4-month promotion was available in European Union,
Canadian and US markets and successfully generated
the greatest number of demo qualified sales leads
the company had experienced on a new product launch.
MyBart "Get into the City" Friday Sweepstakes
is the Bay Area Rapid Transits email affiliation club.
Each week registrants receive content laden emails
describing arts, entertainment, restaurants and events
happening in the city for the upcoming weekend. In
general a great way to keep "taking the train"
top of mind not only for work day commuting but for
encourage sign-up and list retention, a weekly (Friday)
sweepstakes awards tickets to hot events, VIP invitations,
galleries and restaurant openings. Execution is kept
simple with email winner notifications and prize certificates
available at "will call" for the selected
Corporation: Take A Demo. Win Big!
a leader in diagnostic test equipment launched a 6-month
"virtual product demo" promotion.
realistic demo, providing a "hands on" feel for five
of Flukes key meters, was the core of the promotion.
Targeted at professional electricians and corporate
buyers, multiple demo's (and entries) were encouraged:
The more involved a potential buyer becomes, the closer
to making the purchase.
to the male audience, the classic "guys" prize of
a name brand flat screen TV was the focal point for
all collateral. Support included trade ads, affiliate
emails distributor displays and an employee contest.
off-line entry made use of an informational brochure
and Q&A about product features. This is the 2nd year
for this format with strong results in product awareness
and database growth.
Personnel Services: Gear Up to Win with Express!
a leading staffing firm with our 400 offices leveraged
its NASCAR car & driver sponsorship with its annual
employee retention promotion. All franchised offices
were supported with the 3-month promotion complete
with instant win game cards, paycheck stuffers, posters
and full size car & driver entry displays.
annual promotion is pre-announced to franchisees at
their spring tradeshow and the promotion rolls out
during the key demand months for temporary staffing.
get a game card with each weekly paycheck during the
3-month event. Instant gratification prizes include
on-the-spot cash, scale cars, racing caps and custom
racing mouse pads.
overall sweepstakes caps the event with "Get-Away"
trip prizes to Richard Petty Driving Schools throughout