There are many techniques which can promote a client's brand, but what about the other way around?
Can a promotional mechanic work for the prize partner as well as the client, where that partner is able to address its own marketing objectives and benefit far more from the relationship than just supplying the prize?
Can marketing budgets be shared and the activity cross-promoted to the prize partner's customers?
The prize partner provides the prizes and in return, the client provides the promotional visibility to the brand's consumers who can give permission to receive information about the partners products, in return.
New York-based promotion agency, Zipatoni is currently running a promotion for Snapple beverages and its market leader, Yoo-Hoo chocolate milk, along these lines.
MDSA provided six holidays to Australia for the prize winners to 'Hang in Sydney' with the current US skateboard champion, on behalf of clients, Australian Outback Travel and Qantas.
Australia benefits from the promotional visibility and from the database of double opted-in Yoo-hoo customers who enter a special section of the website (www.drinkyoo-hoo.com) to provide information on 'down under' spots they would like to visit.
The opt-in process filters in gatekeeper mothers, who are genuinely interested in a possible family holiday in Australia. The promotion is in 37,500 US supermarkets, on 10 million packs, within 10,000 x three week in-store displays and on the Yoo-hoo website.
Visibility for Australia as a 'product' has been conservatively calculated at US$18 million and some 30,000 quality leads are expected.
The client benefits from a highly aspirational prize bank and the partners benefit from incremental, no-cost sales leads. Cost of the prizes to the client? Nil.
MDSA also completed a similar exercise for Kidstuff Promotions in India for its client Kwality Walls who partnered with the Resort Town of Port Douglas in Far North Queensland.
Trips to The Great Barrier Reef were offered as prizes and local prize partners are now benefiting from 10,000 high quality leads generated from the promotion.
According to the Australian Tourist Commission, high-earning Indians are considering Port Douglas in Australia as an ideal travel location, so the timing is optimum.