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: ONLINE VERSION
Our online Scratch2Win program has been designed to either
- complement the traditional offline (printed card) program that SCAinteractive has operated very successfully in markets such as New York and Chicago, or
- operate as a stand-alone online version which will eliminate the need to print and insert scratch cards.
The biggest advantage to the stand-alone online version is the elimination of the printing cost for game cards. You still enjoy many of the benefits of the offline version. Like the printed card contest, the online version of Scratch2Win is designed to encourage readership of newspapers and to drive both circulation and single copy sales for an extended time period by engaging and motivating readers in a unique promotion that offers great prizes and extraordinary odds of winning.
The online contest is promoted in-paper and includes daily promotional ads with five call numbers between one and 10. To participate, readers simply register on the contest website (registration required with the first play only). They then are presented with a scratch card that looks very similar to a daily section on the printed card (if newspaper is also running the offline version of the promotion). Contestants are instructed to select the five call numbers published in the paper each day (by clicking on the squares on the online card) to see if they have won. If they uncover three matching symbols or amounts, they win that prize. The odds of winning and the prize amounts can be set to match whatever odds and amounts our client prefers.
Our online, full-featured, turnkey Scratch2Win promotion includes the following customized pages:
- Customized Landing page (will look like it is part of the newspaper's site)
- How to Play page
- FAQ and Online support
- Official Rules
- Winners and Prize page
- Registration page (customized to collect information defined by newspaper)
- Login with password for subsequent plays
- Age requirement and duplicate entry error checks
- Other custom pages as required
- Daily call number entry procedure (Game mechanic can closely resemble the scratch card format or utilize a new format)
- "Refer-a-Friend" feature to increase participation
- Welcome and reminder emails to encourage participation
- Option to customize with different graphics periodically
- Full web traffic stats provided