Inbox Insider: Co-branding promotions can build lists

Share this article:

Co-branding is great way to get multiple messages to a consumer within one e-mail, as well as to expand a company's e-mail audience to a complementary brand's list.

This week, Virgin America and Banana Republic teamed up for an e-mail contest playing on their sleek and fashionable brand identities. The companies distributed the message on February 23, encouraging consumers to enter the “Land the Look” contest.

Playing on both brands' reputations, the contest combines flying and dressing in style with the chance to win a $1,000 wardrobe from Banana Republic's spring collection and free flights. The contest directs consumers to a Banana Republic landing page where they can opt in with their e-mail and mailing addresses to play a slot machine-style game.

I received an e-mail from Virgin America, since I am on the company's list, offering a 20%-off coupon at the Banana Republic online store. The contest is a great way for the company to acquire new customers by giving them an incentive to shop.

Share this article:
close

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

The One-to-One Future Is Now

The One-to-One Future Is Now

Editor-in-Chief Ginger Conlon offers her take on what it means to make an impact on the marketing industry.

Leading by (Poor) Example: Answers

Leading by (Poor) Example: Answers

The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.

Attention Marketing Consultants: Protect Yourselves

Attention Marketing Consultants: Protect Yourselves

A lot can go wrong when you're a marketing consultant—but there are plenty of ways to safeguard yourself if you're smart about it.