E-Mail Spreads Word on ''70s Show' Sweepstakes

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A fifth and final round of e-mails went out this week promoting the syndication of "That '70s Show" and United Online's NetZero Internet service.


The e-mails are part of a broader campaign centered around the "That '70s Show" Totally Groovy Sweepstakes. The grand prize is a walk-on role on the show, a '70s muscle car and an autographed guitar from the band Kiss. Almost 200,000 entries have been received.


This week's 200,000 e-mails were up from the 20,000 names targeted in the first e-mails sent Aug. 26. Those names came from a database taken from Carsey Werner, producer of the TV series. According to Rick Shaughnessy, president of Three Mountain Group, the agency that created the campaign, the number of e-mails sent has risen because of a viral component, TV and radio ads and online promotions.


"About 15 percent of the registrants we have now have come from the viral component of the campaign," he said. "Another 35 percent are from the TV and radio ads, and the remaining 50 percent have been generated from our online efforts."


Shaughnessy said the e-mails were opened at a rate of 53 percent and saw a click-through rate of 33 percent. The HTML-based e-mail contains links to various sites, including NetZero where recipients can sign up for an account, the "That '70s Show" home page and a landing page for the sweepstakes.


At those sites, participants can shake a magic eight ball to see whether they are an instant winner, play video games to earn sweepstakes entries or participate in an episode of a five-part Web series created for the sweepstakes in which entrants answer questions to assist the characters. The more questions people answer correctly, the more entries they accumulate.


In addition, members of NetZero or Juno, another United Online service, earn double entries for submitting their NetZero or Juno e-mail addresses. Non-members can click on a button to sign up for either service.


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