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Visual
Exhibits
| Tobacco
Industry Direct Marketing Strategies
- Sweepstakes |
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Tobacco
industry sweepstakes offer the chance
to win cash or product prizes and trips
to exotic locations. They offer prizes
which are selected to be attractive to
the sponsoring brand’s current and
potential smokers. Completed sweepstakes
forms provide tobacco companies with names
for their mailing lists and useful information
for marketing purposes. With the development
of tobacco brand websites, many tobacco
companies now allow participants to enter
sweepstakes online every day during the
promotion, thus providing incentive for
frequent return to the website and interaction
with the brand. See examples below.
click image to enlarge
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Brand:
Newport
Date of Item: 2009
Media Type: Other
- Paper
Item Category:Minorities,
African American, Sweepstakes, Direct
Mail, Menthol
Description: Direct
mail from Newport in promotion of
Pleasure Payday sweepstakes, where
5 winners will win $50,000 each.
Individual can enter daily by phone
or by entering on the brand's website.
Piece also came with three coupons
- each for $1.00 off one pack.
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click image to enlarge
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Brand:
Skoal
Date of Item: 2009
Media Type: Other
- Paper
Item Category:
Sweepstakes, Direct Mail, Chewing
Tobacco/Snuf, Sports, Motor Sports
Description:Direct
mail from Skoal in promotion of
the brand's 75th Anniversary "Great
Brotherhood Giveback" sweepstakes.
The sweepstakes period runs from
2/3/09 - 1/31/10, during which individuals
can enter on a daily basis by visiting
the brand's website. The sweepstakes
includes a different monthly prize
and an overall grand prize. The
mailing also included one coupon
for $1.00 off any two cans of Skoal. |
click image to enlarge
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Brand:
Marlboro
Date of Item: 2008
Media Type: Other
- Paper
Item Category:
Sweepstakes, Direct Mail
Description: Direct
mail received from Marlboro in June
2008 in promotion of the Flavor
Chase sweepstakes, where one can
"win a prize a minute".
The sweepstakes can be entered once
a day, either by entering through
the promotional website (flavorchase.com)
or by sending a text message to
a provided number. The piece also
provides 4 cigarette coupons (1
x $1.00 off a pack; 1 x $5.00 off
4 packs or 1 carton; 1 x $4.00 off
4 packs or 1 carton; 1 x $3.00 off
4 packs or 1 carton). |
click image to enlarge
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Brand:
Skoal
Date of Item: 2008
Media Type: Magazine
Item Category:Advertisement,
Sweepstakes, Chewing Tobacco/Snuf
Description: Ad
for the "Thrill of the Hunt"
sweepstakes, a promotion by both
Copenhagen and Skoal. Ad provides
a website to use for sweepstakes
entry. Ad found in Field & Stream:
November 2008. |
click image to enlarge
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Brand:
Virginia Slims
Date of Item: 2007
Media Type: Other
- Paper
Item Category:
Women, Minorities, African American,
Sweepstakes, Direct Mail, Coupon
- Discount
Description: Direct
mail from Virginia Slims in promotion
of a sweepstakes for various jeweled
prizes (diamond necklace, bracelet,
ring and earring set as grand prize;
20 first prizes of ruby and sapphire
necklace/earring sets; 80 diamond
earring set second prizes). Receivers
can enter online or by mailing in
an enclosed entry card. Piece also
includes 4 coupons and information
to share with a friend for signing
up with the direct mailing list. |
click image to enlarge
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Brand:
Marlboro
Date of Item: 2007
Media Type: Other
- Paper
Item Category: Sweepstakes,Direct
Mail
Description: Summer
themed direct mail from Marlboro in
promotion of the "Marlboro Triple
7 Sweeps". "This summer
we're giving away 77,700 magnificent
prizes." Prizes include Weber
grills, Roush Mustangs, a trip to
the Marlboro Ranch, and cash worth
$777,000. A phone number and promotional
code for sweeps entry is provided.
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