Interflora sweetens inbox with Easter campaign

Online florist Interflora is using an online game and viral e-mail marketing to target consumers around the Easter holiday.

Visitors to the Interflora site at www.interflora.co.uk are challenged to match pairs of Easter eggs in an online game. Once matched, the eggs turn into flowers that are available for purchase on the site.

"The Mother's Day viral microsite Field of Flowers added value to our customers and their friends," said Michael Barringer, marketing director at Interflora, Lincolnshire, England. "For Easter, we wanted to create something fun around an Easter theme."

In addition to the game, visitors can also enter a prize draw to win a hamper full of Easter treats and send a friend the link of the game using e-mail.

E-mail marketing services firm Communicator Corp. powers this word-of-mouth e-mail campaign.

"Interflora is constantly striving to add value through digital initiatives to their customers," said Corrina Murphy, digital marketing consultant at Communicator, Sutherland, England. "Creating unique propositions around key calendar events enables Interflora to build stronger relationships with their customers."