Dialing up Youth
Mervyn’s California paired with Sprint FonPromotions and Sam Goody music stores to grab the cool, teenaged, skateboard crowd in a back-to-school promo.
In the Get Connected promo, consumers buying $25 worth of fashions from the chain’s Gear and e-factor youth departments got a collectable Sprint Prepaid Foncard good for 10 minutes of free long distance. The four-card series pictured music acts Lisa Loeb, Robyn, Dakota Moon and Next. When they call to activate their cards, consumers heard cuts from the artists’ latest releases and were offered discounts on purchase of their CDs at Sam Goody.
The goal was to get teens returning each week to collect all four cards from a 100,000-card inventory.
“Sprint Prepaid Foncards are perfect for the teenage Mervyn’s California guest who loves to talk on the phone,” says Mervyn’s California manager of events marketing Thom de Cant.
