MatchLogic Gets Into Sweepstakes Game

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With marketer demand for qualified leads on the increase, database marketing firm MatchLogic recently debuted sweepstakes and games site FastFreeFun.

MatchLogic offers marketers targeted ad and e-mail services, acquisition marketing and campaign optimization tools, data mart management and analysis, as well as customer relationship management solutions.

The new site's aim is to be a lead-generating tool for "companies looking to acquire new customers through online direct marketing, particularly those in the business-to-consumer space," said Tarek Dimachkie, senior director of acquisition marketing at MatchLogic.

"Through this new service we will be able to use our ability to build out databases of information that consumers provide us and customize promotions to individual users through optimizing that profile data."

FastFreeFun targets Internet users looking for a fast way to win prizes and play games. Visitors to register to enter 12 or more sweepstakes and games to win prizes, including trips to Hawaii and Australia, cars and high-tech gadgets, as well as a lotto game with a prize of $1 million. MatchLogic will introduce other games and promotions each week.

FastFreeFun is the latest enhancement to the firm's proprietary DeliverE sweepstakes site, which has 11.5 million registered members. To register, users must be at least 18. Members can receive additional promotions, exclusive offers and other incentives -- such as frequent-flier miles, new product samples, closeouts and bargain items from reputable companies -- via e-mail messages based on interests they provide.

But the site is just the beginning for MatchLogic. The company plans to roll out FastFreeFun as a service to its direct marketing clients, including AT&T, HomePortfolio and If MatchLogic clients are interested in the service, the sweepstakes/games feature will be added to client sites as part of their marketing efforts.

No clients are using the service yet, but the first company that has agreed to do so is Excite@Home, MatchLogic's parent company. Dimachkie said Excite@Home plans to feature the service on the Excite@Home portal by the end of this year and will co-brand the content of FastFreeFun. That move will get MatchLogic's promotions and advertisers in front of the Excite audience, which increases reach for clients and brings more content to Excite.

"Excite@Home clearly has a vested interest in this effort, not just as our parent company but in its own efforts to gain new subscribers to its cable modem business," Dimachkie said.

For now, users need to visit the FastFreeFun Web site to experience its features. MatchLogic plans to drive traffic to the site, and create awareness of the service, through an online marketing campaign featuring approximately 700 million banner ad impressions that will run on various sites through the end of this year, according to Dimachkie.

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