LCBO: Contests And Social Responsibility

November 21, 2006

For those of you not from Ontario, the LCBO is our ubiquitous retailer of alcohol. Recently, they’ve launch a contest, the LCBO Get Smart Giveaway.


The prizes in this contest include a smart fortwo–you know, those wee little cars–as well as a trip to France and excursions to Niagara.

Through the entry process, they engage entrants by asking three questions related to responsible drinking and the LCBO’s social responsibility. Sure, the LCBO could have taken out a boring advertising campaign during this holiday season, but this is one of the most innovative ways for anyone to use a contest.

Advertisements Porsche Boxster Contest

November 20, 2006

Our friends over at Driven have a new contest in their latest issue. How do you like this?


The prize includes:

Porsche Boxster for the weekend
– $500.00 in Nautica clothing from HBC

In our opinion, this is the perfect prize for their target audience. Cheers, boys.

Contests We Like – Where Do You Uno?

November 16, 2006

From yesterday’s Adnews, Youthography has just launched Where Do You Uno? for Mattel‘s Uno card game with a fantastic microsite. It’s Uno’s 35th anniversary.


It’s a tidy site with some Uno product information, the opportunity to play some Uno online and, of course, a very clean and simple contest entry. The entry form asks for some very basic information, making it very easy for entrants to participate in the contest. With partners like Via Rail and East Side Mario’s, they’ve been able to offer some apropos prizes. Great work!

Contest Opt-In Rates: Subway Canada’s Good Stuff Giveaway

November 14, 2006

Norma Ramage wrote in today’s Marketing Daily:

Subway Canada’s Good Stuff Giveaway contest generated more than 807,000 entries during its seven-week run and increased the company’s customer database to 250,000 subscribers.

Final numbers when the contest closed Nov. 12 included 109,000 total unique e-mails and almost 21,000 opt-ins.

The contest, which launched nationally Sept. 25, was supported by TV and radio spots, in-store materials and e-mail marketing, all from Calgary’s Venture Communications. The TV campaign featured a fictional Subway “sandwich artist” resigning because he’s ineligible for the contest.

Bill Anderson, marketing director for Subway Sandwiches in Canada, says the campaign “allowed us to engage with our customers in a relevant way, inciting them to interact with the brand.”

Among the prizes were trips to Costa Rica, Kia Sorento SUVs, Columbia sports gear, electronics from Sony and Subway gift cards. Customers were encouraged to enter as often as once per hour for the gift cards, providing multiple engagement opportunities for the brand.

That is indeed a great opt-in rate, although a few points lower than we’re accustomed to seeing with our clients. Our kudos to Subway!

When Worlds Collide

November 9, 2006

I was having a look at The Race Site to see what’s going on in the world of sports car racing. Much to my surprise, the site serves up this ad:


This is one of the contests Upshift manages. Collision dead ahead!

Contests We’re Not Fond Of – Toyo Canada

November 7, 2006

This Toyo Canada contest is so bad that I actually thought about not commenting on it. Yes, we’ve seen much worse, but no matter how you slice it, this is not good work. Now, for a respected tire company, Toyo does make some great tires and, in fact, I’ve raced on some. Toyo is also the official tire supplier for Speed World Challenge, which is some of the most exciting road racing anywhere on the planet.

However. Deep breath.

Ignoring the childhood lesson I learned from Bambi, here’s why we’re not so fond of this contest:

– circa 1996 web technology

– entry form layout

– lack of an opt-in

– there are dead links to any sort of “prize package” description

– “um, where are the contest rules?”

– those colours!

– the dreadful copy (“please press once only”?)

Contests We Like – Smirnoff Cash In Your Chip Sweesptakes

November 7, 2006

With the new Bond movie fast approaching, Smirnoff has launched a new contest, the Smirnoff Cash In Your Chip Sweepstakes.

Why do we like it?

– very slick, media rich web site

– it’s Smirnoff

– the grand prize is a trip to the Bahamas

– and although the instant win code is available on pack, the contest site makes it easy for anyone to obtain a code without purchase very simply by email (this is the part we really like).

Well done!