Promo - May 2008 - (Page 25)

Interactive Marketing Awards T-SHIRT BEACON On the heels of the T-shirt offer, DataPositive came with a AWARD CATEGORY Viral Promotion series of other relatively cheap but CAMPAIGN PetStyle.com appealing premiums each month, AGENCY DataPositive including dog tags and water bowls. CLIENT PetStyle.com “Obviously, the goal of our client was to find the least expensive but PetStyle.com launched in they’re walking their dog.” the highest perceived premium late 2006 and initially created awarePetStyle was obviously barking value,” says Valva. ness among pet owners through paid up the right tree. Lacking a budget Tying the premiums to regplacements on search engines and that could accommodate traditional istrations also served a greater online banner ads. But in its first mass advertising, DataPositive took goal: ensuring that the site visitors four months, the site attracted only the viral route through blogs, message were, indeed, animal lovers who 4,000 registrants. boards and user-generated content would remain loyal. Not only did A privately funded, ad-supported sites, including MySpace. they register, but 67% of the regisstart-up with minimal marketing “From there, we actually did see trants opted to receive the PetStyle resources, PetStyle sought assistance others pick up on the message and newsletter. from DataPositive to draw more post it on their own,” says Valva, “and “In today’s environment, sucWeb traffic, and get a bigger bite that’s what we had hoped for.” cess is based on hitting the numbers out of those surfers and creating wordchecking out the site. of-mouth buzz,” says DataPositive immeDiana Garcia Farrell, diately initiated a PetStyle marketing gift-for-registration director. “When conprogram for pet ownsumers take that extra ers and their primarily step to tell others about four-legged loved ones. your brand in a positive The first registration way—that’s really the incentive proved to be home run.” an inspired choice: it Ultimately, over was a T-shirt bearing the course of the 11the slogan “I Like It month viral campaign, Ruff” with the www. PetStyle looked like petstyle.com address. a much bigger dog, Registrations drawing nearly 200,000 jumped to 76,000 registrants compared to within a month as the the original group result of the T-shirt of 4,000. offer, generating a lot And it all started of word-of-mouth with a T-shirt and mileage. some viral seeds. “It “The fact that was a real testament to PetStyle was a starta simple tried-and-true up, they were willing concept of a gift with to push the envepurchase and relatively IDEA TO STEAL PREMIUM REGISTRATION lope,” recalls Mark outstanding creative,” Valva, DataPositive says Valva. “It’s almost DataPositive drove registrations for PetStyle with an inexpensive set CEO and founder. like what was once of premiums, and plugs planted on no-cost Web sites. That kept costs “We wanted to creconsidered old can be low, while the registration tact promised a constant database that enhanced shareholder value and improved perceived value of the ate something people new again when you site to advertisers. could see in Central employ new tactics.” Park on Sunday while —Richard Tedesco Promo / WWW.PROMOMAGAZINE.COM / may 2008 25 http://www.PetStyle.com http://www.PetStyle.com http://www.PetStyle.com http://www.PetStyle.com http://www.PetStyle.com http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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