A laptop for 69 euro, it is possible thanks to "El Pais"!
In January, 2011, the Spanish daily newspaper El Pais launched a game for these readers, which according to me is a successful promotional strategy!
From January 10th till March 11th, 2011, the readers (or not readers) had to complete a board of 45 compartments by means of labels got back in the newspaper to benefit from an exceptional promotional offer: a laptop NETBOOK AIRIS for only 69 euro (if the board was entirely filled).
Regrettably, I was not able to live this experience personally (I arrived in Spain two weeks after the launch of the game…But I followed and I helped in the everyday life my roommate – who had broken his computer) to collect the daily labels and so to obtain the full board! Twice or three times a week he texted me to get the newspaper of the day (or try to get back the label in one of the numbers at our disposal in the university…).
On March 20th, 2011, I accompanied him in the newsstand to get back its quite new, quite beautiful NOTEBOOK AIRIS and really paid to 69 euros!
I think it is an excellent promotional strategy, which is very useful for the target audience, but which at the same time does not pollute the persons who are not interested (indeed it was only a small insert in the newspaper): what is very rare in a promotional strategy!
The other good point is that this was a 100% winning game, a 100% winning promotional offer! If you chose to play the game, you were safe to gain !
It is a real economy for the person who, like my roommate, had planned to buy a laptop of this type from 300 euros. We counted together the final price of this laptop: It cost him only 123 euro (1,20€ daily newspaper’s price x 45 days of game+ 69€ of contribution)
In brief, the game " EL PAIS - NOTEBOOK AIRIS " is a successful promotional strategy !
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