Welcome, DMA judges!
Given the many integrated components of The Sweetest Giveaway Yet,
we’ve developed a step-by-step guide to the campaign.
The user flow is summarized into four key steps, and supported by
creative elements. It’s all very pretty, pink and playful – simply click
on the links to see for yourself.
Sweet regards, Sweetspot.ca
Step One: Communication Channels
The campaign was promoted through various channels, which can be seen below.All channels drove users online.
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• Online Ad #1: Birthday • Online Ad #2: Not Just One • Email Marketing • Viral Marketing |
• Social Media • Guerrilla Marketing: Toronto Pillow Raid • Employee Contest • Press Coverage |
Step Two: User Registration Process
All channels drove users to the registration page. After registering, users were taken to a
thank you page, which also included instructional details on how to receive one of 500 gifts.
• Registration Page
• Thank You Page
Step Three: Reminder Email
Registered users received a reminder email on May 4, 2009. The reminder email was sent
in order to make sure tens of thousands of users were sitting at their computers the next day
waiting for us to email them (which they were!). True pull vs push marketing.
Step Four: Reveal Day
Registered users received the highly anticipated reveal email on May 5, 2009.
Users were driven to a web page, and were told they could redeem a gift at exactly 11am EST.
Prior to 11am, the web page contained a countdown clock.
At exactly 11am, the page changed to an email entry page.
• Countdown Page (before 11am)
• Entry Page (after 11am)
The first 500 users to enter their email address received the gift.
All remaining users were taken to a consolation page.
• Congratulations Page (first 500 users)
• Consolation Page (all remaining users)
