Diet bar and shake maker Atkins wanted to build its prospect and client e-mail opt-in database for e-newsletters while learning more about consumers’ preferences. Agency Active Response Group developed a series of e-mails encouraging recipients to sign up for the e-newsletters and provide information about their brand preferences in order to receive a coupon for four free shakes.
Atkins distributed 12,000 coupons and added 15,000 names to its database with full brand-preference profiles. Consumers also forwarded the forms on to friends, creating an unexpected viral effect that resulted in several thousand registrations. -Mary Hurn