Overview
Objectives
- To drive single copy sales and subscriptions
- To collect and increase database
- To increase reader loyalty
Program
- Turnkey promotion based on a scratch card (printed or online)
- Daily newspaper reading required in order to play (printed or online)
- Promotional period is flexible
- Prize package is customized (no risk of going over budget)
- Promotion is proven, secure and successful
- TV, online and in-store advertising are optional
Results
- Increased single copy sales and subscriptions
- Achieved purchase continuity for an extended period
- Eliminated the risk of over-redemption of prizes
- Collected key contestant information
Other Information
SCRATCH2WIN: OFFLINE VERSION
Every Sunday (or whatever day of the week is desired) a Scratch2Win game card is inserted into every newspaper distributed in their circulation area. Each of these Scratch2Win cards contains eight separate sections or "game plays" - one for each day of the week (and two for the insert day). The primary colors of the card as well as the in-paper daily promotional ad change weekly to provide contestants with a clear indication that a new week is starting. Each daily game play contains ten numbered squares (from one to 10).
Every day during the promotional period (typically 6 - 10 weeks) the newspaper will publish five numbers (between one and 10) in an in-paper Scratch2Win promotional ad. SCAinteractive provides the newspaper with a secured, electronic file containing a print-ready layout of the five numbers that are to be published in each day's promotional ad.
A verification system is implemented to ensure the correct five numbers are published every day. Readers are instructed to check their newspaper daily to find which five numbers they must scratch on that day's game play to see if they have won. In the event that a reader reveals three identical amounts on the same day's game play, he or she wins that prize or amount.
Optionally, SCAinteractive recommends a daily online component that offers an additional game play to provide readers with a second chance to win. SCAinteractive (through our parent company SCA Promotions) is able to provide our clients with comprehensive prize packages that will fit their budgets and ensure that the newspaper is never on the hook for more prizes than expected.
Scratch2Win winners are instructed to submit their winning game cards by mail to the SCAinteractive Claims Center for verification and processing. This eliminates the need for any newspaper staff to manage this process. All potential winning cards are processed quickly and efficiently via our computer system that immediately verifies the authenticity of the winning game play and prints the required documentation. To ensure a quick prize fulfillment process, SCAinteractive will send release forms directly to the winners and collect required information and signatures. SCAinteractive will also send a secured electronic file directly to the newspaper each week with all the prize details to be fulfilled.
SCAinteractive has developed an automated IVR (Interactive Voice Response) toll-free phone system to handle the vast majority of contestant inquiries. We can also automatically direct contestants who are interested in a newspaper subscription offer to the proper department within the newspaper.