Contest Brings Teens to Alloy.com in Droves

Share this content:
Alloy Online Inc., New York, is using a monthly contest to attract teen-agers to its youth-oriented retail Web site. The competition generated more than 176,000 responses during April and cost the site less than $25,000.


Alloy encourages teen-age viewers to cast votes for their schools in a contest rewarding festival-like entertainment to the school that registers the most tallies.


The students are allowed to vote once per day. Alloy features an e-mail link, which lets viewers e-mail the page to five friends. This feature has been successful in generating responses because it gives students an easy way to spread word about the vote, said Joan Rosenstock, director of marketing.


More than 12,000 schools have participated so far, with North Andover Middle School in North Andover, MA, winning the April contest. Students from the school will be rewarded with a rock concert and a fashion show May 30, and the school also will receive three computers from Gateway Inc.


Alloy makes mention of the contest on its Web site and in its catalog/direct mail campaigns, which have a consumer database in the millions.


Rosenstock said the low-budget nature of the promotions for the contest made economic sense and worked well with teens because they are often suspicious of big advertising. She added that the viral marketing campaign has tapped the peer-conscious mentality that is typical of adolescents.


"You could spend $250,000 on a big TV ad on 'Felicity' and be lucky to get 250,000 responses," she said. "That's $1 a head, which is an awful lot. Plus, a campaign that's mostly word of mouth appeals more to teen-agers, and you get a lot better return on your investments."


Alloy.com sells merchandise meant for junior-high and high-school consumers and provides articles from girls' magazines like Seventeen and YM. The Web site has agreements with more than 50 apparel and entertainment-based merchandisers.
Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here