Client:
Time Warner Cable

Background:
TWC asked DJA to create a unique viral campaign to improve brand awareness and acquisition for subscribers. DJA responded by designing an engaging Mother's Day e-card for participants to customize and send in English or in Spanish.

The first e-card included the option to customize a bouquet from several types of flowers, upload a personalized photo, choose a custom vase, write a custom message, and choose 1 of 3 poems and 1 of 3 songs.

The second e-card features a humorous cartoon of a mother with a baby that grows up right before her eyes. Visitors choose the cartoon's ethnicity (ie: Hispanic, African American, Asian, Caucasian). Visitors also added a personalized message or selected from one of several pre-written messages.

After creation of the e-card, a link to the TWC Mother's Day Sweepstakes was featured on the Thank You page. Subscribers who entered the sweepstakes had the chance to win a prize for mom! The Grand Prize included a trip for two to Marriott's Desert Springs Resort in Palm Desert, CA with spa or golf services and a laptop. First place prizes were $100 spafinder.com gift certificates.

Mechanics:

• Participants visited the promotional website to design and send a mother's day e-card.
  
• After the card was created and sent, visitors were offered the chance to enter the sweepstakes.
  
• All entries were submitted into a random drawing for the grand and first prizes.
  
  

Results:
Total e-cards created was more than 10,000. This type of program obviously interested their subscriber base and has impacted future promotional decisions.