The Goal
To drive unprecedented tune-in to an A&E special presentation/series, garner affiliate support, and create opportunities for advertisers.

The Execution
A scratch-n-win game card and accompanying point-of-sale display offered consumers a chance to win a trip to Great Britain to attend the prestigious Cruft’s Dog Show, the most prestigious purebred dog show in the world. Marlin organized the VIP vacation including a welcome reception, a deluxe metro coach for all transfers, a London scavenger hunt, and all trip logistics. Additional prizes included cash and “instant gift certificates” redeemable at participating retailers. This game had broad appeal and a high perceived chance of winning. Customizable tune-in ad slicks were also designed by Marlin.

Results Recap
High levels of gamecard entry and display allocation created buzz, drove viewership, and increased local ad sales.