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

Share this content:

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.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above