Objective: To increase sales of a software product.
Strategy and Execution: At the
beginning of this two-month campaign, Dinosaur Adventure was ranked
among the 25 best selling education software products. Building off
the name of the popular software, The Gargantuan Dinosaur Adventure
promotion was distributed to 1500 dealers. Setting the parameters, a
card read "Tyrannosaurus Rex is Believed To Have Consumed 1,700
pounds of Raw Flesh a Day." Inside the card was a picture of an
inflatable Tyrannosaurus Rex holding the product and "Just The
Quality You Need In A Salesman." It also gave details on how to get
a dealer's kit. The dealer's kit included a 4 1/2 foot long
inflatable Tyrannosaurus Rex, product kiosk, banner, t-shirts for
sales staff, promotional giveaway glasses, plastic ruler, contest
coloring book for kids with computer related products or prizes. The
best dealer's display was eligible for a $2,000 award. To attract
even more distributors to the promotion, an ad also ran in Computer
Retail Week.
Results: After the
promotion, the client announced that Dinosaur Adventure had been
ranked the number one selling education software product according
to the August Prodigy Schoolware list.
SILVER WINNER