Instant Win Music Promotion Drives Event Foot Traffic, Builds Consumer Database for Pioneer

Pioneer had just introduced a new GPS in-car accessory and wanted an effective, low cost giveaway that would attract people to its exhibition tents at numerous nationwide summer events to demo its GPS system. The solution? Music download cards.

The promotion, advertised through radio, newspaper and on-site event signage, offered people who stopped by the exhibition tents a free music download card featuring a mystery PIN good for 1, 5, or 10 music downloads. To find out how many songs they had received, attendees were first required to go online and complete a survey that linked back to Pioneer’s corporate Web site.

The music download giveaways were a big success for Pioneer, providing the company with a powerful incentive that generated significant traffic to the exhibition tents and was easy and inexpensive to ship to the numerous event locations. Best of all, the giveaway enabled Pioneer to drive consumers to its corporate Web site to reinforce its GPS products, and to capture valuable consumer data for ongoing marketing efforts. The promotion was such a big hit it resulted in two re-orders.