PayPal Wishing Wonderland: 2010 IMA winner
CATEOGORY: Holiday Theme
FIRST-PLACE CAMPAIGN: PayPal Wishing Wonderland
AGENCY: Strobe Promotions
CLIENT: PayPal
PayPalShopping.com, which allows payment through the Internet, ran a holiday promotion to encourage the use of PayPal. The campaign also drove sales for the two-dozen online retailers—Buy.com, Dell, Bing, Toys R Us, Nike, 1-800-Flowers and others—accepting PayPal who participated.
Strobe Promotions handled the campaign, called Wishing Wonderland. At the site, visitors found an instant-win game and sweepstakes offering a $50,000 cash grand prize deposited into the winners PayPal account.
The games were featured on the header and those who clicked were taken to the Wishing Wonderland microsite where they could click on falling snowflakes to see if they had won an instant prize, such as a 46-inch HDTV, a netbook an iPod Touch or other prizes. They then had the option to enter the sweepstakes by “making a wish” on what they would do with the $50,000. They could opt in to be automatically entered every time they made an additional purchase with PayPal.
As part of the campaign, experiential events were held in six major cities where people could play the instant-win game or have their wishes videoed and then posted at the sweepstakes site. Also at the site, people could view other player’s wishes.
“The wishes were a consumer engagement piece to incent users to return to the site and have a little fun,” Maria Mitsos, account executive, Strobe Promotions.
The campaign was promoted on banner ads at PayPal.com and through e-mails to PayPal subscribers.
The campaign boosted total payment volume by 71% over the prior year’s time frame. Total clicks directly attributed to the promotion were up 50%. —Patricia Odell
