Danone Water's Evian brand is catering to upscale consumers with its new online sweepstakes offering a trip on a private jet.
The Upgrade to Evian promotion, which began in July and will run through Sept. 15, includes an offline tie-in. Specially marked Evian labels in stores will include a numbered code under the labels.
Entering the code at Evian's Web site, , allows participants to see if they have won instant prizes or gained points redeemable for Evian gear. The site's “Boutique” includes gear such as sunglasses, a tote bag, a mouse pad and a rubber ducky.
Online visitors are also entered in the grand prize drawing, a trip to any destination (up to $50,000) on a private jet with $10,000 spending money.
“It's the ultimate luxury travel in a private jet — and one usually available only to the wealthiest of the wealthy,” according to Evian.
Evian's site has been transformed to reflect the promotion, including a pop-up advertisement that invites visitors to enter the sweeps as well as view the “latest Evian Jetiquette movie.” The site will feature three humorous Macromedia Flash films throughout the campaign.
Visitors can also download retro-style Jetiquette postcards, which include tongue-in-cheek tips on how travelers on private jets should behave.
The site includes several other interactive options, including games, wallpaper, screensavers and e-cards in its “e-lounge,” and a list of music events and hot spots in its “Channel Evian” section.