To motivate people to register in its online blood bank database, Red Cross launched an Instant Win Mystery Promotion good for music downloads, discounts coupons to the Red Cross store, or one of a handful of iPods, DVD players and a 40-inch flat screen TV.
Red Cross distributed 270,000 Instant Win Mystery Promotion flyers to people who visited Red Cross locations. To find out what their mystery code was worth, recipients were first required to log onto Red Cross’ web site and register. Upon completion, they could enter their code and instantly find out what they had won.
Working in partnership with the distributor for Red Cross, CFS facilitated the promotion from start to finish. The result? Red Cross increased its blood bank database by 105,000 people, a 39 percent conversion rate. |