Levi’s, Navy Exchange Drive Sales with Music Download/iPod Giveaway
Levi’s was looking for an attention-getting promotion that would boost sales of its Levi and Dockers brand pants at dozens of Navy Exchange locations throughout the country. The solution? Music download cards good for three music downloads and the chance to instantly win an iPod Shuffle.
Working in conjunction with Levi’s distributor, CFS designed a music download card that included an additional scratch off area on the front. Hidden beneath the scratch off was a message notifying the cardholder if he or she was a winner.
"During the promotion, everyone who purchased two pair of Levi’s or Dockers pants received a music download card," notes Stuart Johnson, president of CFS. "If the card featured an instant win iPod message, cardholders needed only to go to the customer service desk to obtain their iPod."
"What made this promotion so successful was that everyone received at least three music downloads – so everyone was a winner," says Johnson. "And by adding some iPods into the mix and incorporating the instant-win component, we generated a lot of excitement. It’s a great way to elevate a promotion for a limited cost."