Best Shopping Integrated Ad Campaign

Sears Canada had a mandate to increase their Sears email newsletter subscribers and to increase in-store, online and catalogue sales at the same time. m marketing supported this initiative with an interactive scavenger hunt promotion that lead customers into, and through the intended Sears media platforms and offered grand prize rewards as well as instant wins. The contest “Wish and Win” motivated consumers to search out and collect snowflake codes that they could use to qualify for sweepstakes entries and instant wins. Consumers had to search the Sears retail website, the Sears Wishbook catalogue, and Sears retail locations to find the codes and then enter them online. They were also motivated to share their found code locations and acquire needed ones by participating in a self-driven online social network. The snowflake symbol and Wish and Win wordmark were brand extensions of the Sears catalogue and the consumer recognized them as a value proposition with chances to win entertainment systems, Sears e-gift cards and a grand prize of $10,000 CAD in Sears Club Points. To generate consumer traffic to the micro-site a communications campaign was developed that utilized: Sears catalogue inserts and full page ads, retail posters, flyers and in-store display, online banner ads, email communication, and YouTube, Facebook and Twitter messaging All consumers that wanted to participate had the option to opt in for email subscription. This initiative established powerful online participation and social media buzz that essentially grew and drove itself through consumer participation and avocation.

Contributors:

Account Director:	Matt Diniz
VP, Integrated Marketing:	Tanya Stambolic
Account Manager:	Isabel Rojas
Creative DIrector:	Nigel Baines
Art Director:	Roberto Pagliero
User Experience Manager:	Rick Neuman
Site Merchandiser -e-commerce:	Donna Lai
Online Community Manager:	Will Alexander

M MARKETING INC

Location: Canada