1-800-Flowers Celebrates Birthday With Sandals

Share this article:

1-800-Flowers.com Inc. celebrates the summer with an interactive "Birthday on the Beach" online game where players can win a beach vacation for six.

The promotion encourages participants to tell the five friends they would invite on the four-day getaway to play the game. It was done in partnership with Sandals Resorts and created and managed by interactive promotions agency ePrize .

"We created a very simple game with a powerful viral incentive," said Ivan Frank, executive vice president of sales and development at ePrize, Pleasant Ridge, MI. "A lot of viral campaigns are designed as kind of on the edge, and they only reach a few people. This campaign is designed around celebration, and it has a wider appeal."

The promotion marks 1-800-Flowers' 30th anniversary and runs through Sept. 5. The winner will be announced Oct. 5.

"I'm hoping to get 100,000 players," said Karen Fiore, brand communications senior manager for 1-800-Flowers, Carle Place, NY. "It's a bit of a lift. Our previous campaigns average around 75,000 players but we're getting behind this more and running it longer."

Along with the online campaign, offline tactics combine the resources of Sandals and 1-800-Flowers including handouts and signage at resorts, direct mail, e-mail and radio promotions.

"It's a cooperative effort [between Sandals and 1-800-Flowers]," Ms. Fiore said. "It's going to drive traffic to them, and it's going to drive traffic to us. We've learned the importance of working with a good brand."

The game is played at www.1800flowers.com/beachbirthday. Visitors register and click on the candles of a virtual birthday cake to try to win instantly. Winners choose a Sandals Caribbean resort location for their trip. Players who do not win receive a $5-off coupon for a future 1-800-Flowers purchase. Other prizes include free flowers or savings at 1-800-Flowers.

Security features are built into the promotion page including image security to ensure the presence of an individual user. Also, postal address verification limits registration to one player per household and gives 1-800-Flowers leads for future campaigns.

Though the promotion is a straightforward online sweepstakes, the execution involved some finesse. Both the game page and the thank-you page incorporate animation like sparkling candles, rising smoke, a crashing ocean wave and a windsurfer.

"It's really important to balance simplicity and excitement," Mr. Frank said. "We wanted to create value for the consumer and make it easy for people to participate."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.