Last year around this time, Attention Shoppers! pointed out an interesting online/offline promotion that the Fashionistas at Allure magazine had come up with. Well, they are at it again, and this time The Allure of Free Stuff is bigger and better than ever.
The simple premise is the same: every day, during the month of August at a specified time, registrants are invited to log on to the Allure site. That’s all they need to do for a chance to win anything from a can of Sunsilk Hairapy Captivating Culs Bel & Cream Twist (retail value $3.69) to a $1,200 leather trench coat from Banana Republic. In all there are 34,328 prizes—up from 20,000 prizes in 2007.
This year, there is also a mobile component. If you sign up for mobile alerts, you’ll get a text message sent to you 30 minutes before each giveaway begins.
In our book, this is a win, win, win situation. Consumers win, of course, because there is a very good chance that they WILL win since there are so many prizes. The companies providing the prizes—mostly CPG products in the health and beauty space—win because it’s nice publicity and a good sampling opportunity. And Allure wins big, because this is generating a huge influx of visitors to their site at very little cost.
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