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Best Opt-in Campaign:
Silver Consumer
Daytime Dollars
Brand/Client Side Team:
Brian Cahill
Vendors/Agencies:
Arc Worldwide
Aimee Dungo, Mick-Dean Gross, Carey Isom, Rick Ton, Jordan Simonson, Karl Wenzel,
Alex Harvey, Mike Scarpiello
MarketingSherpa Summary - Why They Won:
It's awfully hard to impress Sherpa judges with sweeps offers to generate email opt-ins.
The quality of the opt-ins is usually very low; people join because they want to win
something, not because they have any interest in your list. That said, here's a glowing
example of sweeps done right. The demographic was perfect, the multimedia approach to
getting the word out was fabulous and the email follow-up campaign was high-impact.
Most important to our judges, the marketers measured their success based on a business
result (in this case, measurably higher ratings for selected TV shows) and not just on
sheer volume of list growth.
From Their Nomination Form:
P&G Productions features two daytime dramas on CBS: 'The Guiding Light' and 'As
the World Turns.' While these programs have gained great viewership and success in the
past, daytime dramas are airing in a very different market now. With ratings in a steady
decline, P&G Productions looked to bring steady viewers to the soaps. We developed a
multichannel sweepstakes driving consumers to the shows each day to determine if they
were a winner. The promotion hub was DaytimeDollars.com. Consumers filled out a
simple registration form to join the program. Registrants received a personalized email
alert each weekday with an official code number. The email was simplistic, yet very
effective. In combination with a clear from name "Daytime Dollars" and the
usage of compelling subject lines, recipients were easily able to sort through the clutter in
their inboxes to locate the latest Daytime Dollars email and find the official code number.
Registrants watched the shows each day to see if they were a winner.
Watching the show was the only way to determine if you were a winner. Winners had to
claim their prize by the following morning or it was rolled back into the prize pool. These
unclaimed cash prizes were packaged into larger prizes and awarded once a month on
'Bonus Cash Days.' Additionally, experiential prizes such as a chance to win an on-set
kiss with their favorite soap star, a daytime diva transformation from a stylist, a shopping
spree with a set designer and fantasy sequence to 'knock-off' the character they love to
hate were offered throughout the promotion period. The promotion was supported with
targeted banner ads and rich media units. These along with promotional TV and radio
spots drove the target to DaytimeDollars.com to participate in the sweepstakes. A PR
campaign reached the targeted viewers via the Web, blogs, online message boards and
traditional news outlets. Sorry, the judges promised this winner that we would keep their
results private. However, be assured that we have seen all the data - and were thoroughly
impressed!
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