America Online today launches its third Celebrity You’ve Got Mail promotion, this time with more cars in the prize pool, more partners adding support, and more than twice the “mystery” celebrities as the 2001 version.
Each day through June 14, Dulles, VA-based AOL will feature a different celebrity saying the online service’s well-known audio prompts (“Hello” and “Goodbye” along with the mail call). Those who aren’t paid members of the AOL service can enter at celebrityygm.aol.com. Consumers will receive one hint before they take a guess–correct guesses earn entries into a sweeps dangling four DaimlerChrysler vehicles and DVDs from sister company Warner Home Video.
AOL once again leverages a fleet of offline partners for support. Dallas-based Blockbuster, Inc. repeats its 2001 activity at retail via interactive sound boxes that let shoppers to play in-store–and encourages them to sign up for AOL service. New strategic partner Burger King, Miami, supports with P-O-P. Ads and lobby signage inside Englewood, CO-based United Artists theaters also get the word out, as do mentions by AOL’s Moviefone division. New AOL senior vp-promotional marketing Rose Polidoro says the program “provides celebrity access that can’t be found elsewhere.”
America Online tonight hosts a star-studded kick-off party in Hollywood to celebrate the return of the successful program. The month-long 2001 campaign featured three different stars each week and attracted 1.3 million unique participants who entered a total of 2.5 million times–it was AOL’s most-successful promotion ever. Seismicom, San Francisco, handles.
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