Klein-Becker IP Holdings this week breaks a $300,000 sweepstakes for anti-wrinkle cream StriVectin-SD that escalates the brand’s ongoing $3 million-to-$5 million online direct-marketing campaign.
The upscale cream is sold in department stores and online; the six-week sweeps is designed to drive store traffic and generate online sales and data. It targets women 25 and older, dangling a grand-prize three-day trip to the Ritz-Carlton on St. Thomas in the Virgin Islands. Ads on AOL, MSN, Yahoo, and women’s sites send entrants to the sweeps site, Strivectinsweeps.com.
Flying Point Media, New York City, handles Strivectin’s marketing, including the sweeps. The agency will track sweeps activity and tweak ad support and a telemarketing overlay based on site and retail traffic.
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