Let’s say you are a budget hotel chain, and you need to boost booking over the
summer. Choice Hotels, parent of Econo Lodge and Rodeway Inns believes they have the answer with their new “What would you do with a million dollars?” campaign. The campaign targets Choice Hotels' core audience of “everyday Joes, blue-collar guys, families on a budget.” The sweepstakes is an online promotion running on news, travel, and business sites, and is supported by keyword advertising on all major search engines. Those who register online explain how they would spend the money, and can enjoy reading the dreams of others scrolling on a site marquee.
Marketing Blurb believes sweepstakes have limited value for branding and long term customer relationships. You can harvest personal information from these campaigns, but
good will is actually more expensive to acquire.
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