Client: Newport News
Background: For more than 30 years, Newport News has provided women stylish, quality clothing at affordable prices. The catalog and online only brand wanted to drive traffic to their website to boost catalog registration. To create loyalty and new traffic, Newport News executed an Instant Win Game with Second Chance Sweepstakes overlay. Ultimately, they were looking to expand their newsletter and catalog subscription database, and increase online sales during the promotional period. To garner excitement, $1,000, $100 and $50 Newport News Gift Cards were awarded along with a 10% off discount coupon to all non-winning participants.
Mechanics:
- All visitors who registered for a catalog during the promotional period received a chance to play the online Instant Win Game.
- To play, visitors “shopped” on the game site and were asked to select a clothing combination. If it was randomly selected, a prize was awarded. To maintain a positive message, all non-winners were automatically entered into the Second Chance drawing to win any unclaimed prizes. Non-winners also received a 10% off discount.
- Campaign communication included catalog and magazine ads, online banners, e-mail blasts to current subscribers, and online at Newport News’ website.
Results: This campaign was so successful it has been repeated for three consecutive seasons.
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