The
Goal
Drive local advertising revenue, cross-channel support and
consumer tune-in for the Tour de France cycling event.
The Execution
A grand prize trip for two to France with a VIP cycling
tour in the Alps, broadcast spots, custom microsite, retail
window clings and countercards created buzz and interest.
Consumers were offered free 28-ounce sports bottles at retail
that served as both a valuable premium and the game piece.
An Instant Win enhancement included TREK
1500 bikes for consumers while affiliates that participated
in the promotion and fulfilled broadcast spot commitments
received TREK 1000 bikes.
Marlin handled all concepting, creative,
gameplay, sell-in materials, affiliate teaser mailings,
affiliate system fulfillment, website development, entry
data collection, official rules, vendor partnerships, winner
eligibility, notification and fulfillment.
Results Recap
The Agency gained over $4.8 million in media value and nearly
77,000 local spots, securing OLN as the host network of
the Tour de France.
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