CHAPTERS AND FORD SCRATCHING ONLINE
By Adnews Staff
Chapters Online Inc. and Ford Motor Company of Canada have launched an online "scratch and win" instant game and sweepstakes promotion. The first of its kind promotion in Canada allows customers to enter by clicking on the 2000 Ford Focus link on the Chapters.ca home page. Each registered visitor is automatically entered in the contest and "scratches" an online game piece with their mouse to see if they have won. First prize is a 2000 Ford Focus ZTS, second prize is one of three, 3Com Palm Organizers and third and fourth prizes include online shopping sprees and Chapters.ca coupons and merchandise. The online "scratch and win" sweepstakes is being promoted through online advertising and banner ads from Toronto-based BBDO Canada. A direct mail campaign to Chapters.ca customers was handled in-house. The sales promotion agency MBC Marketing of Toronto designed and executed the promotion with U.S.-based RealTime Media creating the online "scratch and win" technology. The sweepstakes runs until December 31, 1999.