The
Goal
Increase local ad sales opportunities for A&E within
new advertising categories.
The Execution
Marlin developed the Powercard for three of the most prominent
cable MSOs: Century, Comcast, and Cablevision. Instant scratch-n-win
cards were distributed to participating retailers in each
market. Every scratch-off box revealed $10, $20, or $50
off any purchase in store. Participating retailers were
reimbursed by Marlin, and provided a handling fee incentive
and an opportunity to win $5,000 for participation.
Results Recap
Marlin received a 30% return via 22 different retailers.
This game drove in-store traffic, guaranteed in-store and
local winners, and attracted a greater share of local media
spending for participating cable operators.
|