VEIL Case Study | AT&T/Ericcson
Case Study - AT&T/Ericcson
VEIL, used as an electronic scratch and win, can bring a sweepstakes paramount results. In the very first VEIL promotional campaign in October of 2000, AT&T/Ericcson were the fortunate recipients of such results. When 100,000 VEIL enabled mock-cell phones were sent out to Who Wants to Be a Millionaire potential viewers, alongside 10 million, regular, paper scratch-and-win pieces; the response rate was astonishing. With the idea in mind that the viewer could point their device at the broadcast, and possibly win a million dollars, there was over 37% usage rate, and 20% redemption rate.
The traditional scratch and win paled in comparison with 1/5th the success. Not only did ABC benefit directly from a $20 million promotion that directed advertising to their network, but their program was highlighted FREE OF CHARGE TO THE NETWORK. This was a win-win from every angle. AT&T gained marketing edge; AT&T Retailers increased traffic from redemption; and Viewers won prizes and were engaged in not only the programming but the advertising as well.
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