FX, Cycle Gear team up for 'Sons of Anarchy' sweeps

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FX Networks and motorcycle apparel retailer Cycle Gear have launched a sweepstakes to promote the season-four premiere of the series Sons of Anarchy and to grow both companies' email databases.

The “Get into Anarchy” microsite encourages consumers to enter for a chance to win a $2,500 shopping spree at Cycle Gear. Contestants are required to disclose their name, home address, phone number and email address to participate. FX and Cycle Gear are also allowing entrants to sign up for company alerts.

“The contest is an alternative way to reach new customers,” said Johnny Lin, CMO of Cycle Gear. “FX and Cycle Gear have huge crossover among 35-year-old male enthusiasts.”

Sons of Anarchy is a FX drama about a California outlaw motorcycle club, starring Katey Sagal.

Cycle Gear will promote the campaign through a catalog insert, in-store marketing, email and social media, including Facebook, Foursquare and Twitter.

Lin said the campaign, which Cycle Gear designed in-house, was “an easy way to capture names for both sides.”

“This is a great opportunity for us to get exposure,” he said. “We turned the campaign around quickly. Elaborate campaigns are difficult to put together. This was easy to put together.”

Cycle Gear will host a viewing of Sons of Anarchy's season-three finale in each of its 97 retail locations on September 1. Each outlet will draw winners for prizes, including seasons of the series on DVD and a Street & Steel Anarchy brand riding jacket.

The sweepstakes will run through September 30.

An FX Network representative could not be immediately reached for comment.

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