Maybelline NY is using text messaging and e-mail to reach its young female target with thousands of lipstick samples, all the while building its opt-in databases.
Players in the Txt 2 Shine sweeps giveaway must complete a two-step process to compete. A pre-registration period, which ends June 20, asks for name, address, email, birth date and whether the player would like to be contacted for this giveaway via text message or email.
On June 24, a text message goes out to those who requested information via cell, alerting the participant that they will receive a “Text to Win” message three days later to which they must reply to be entered in the sweeps. The same method is used for e-mail players.
Some 5,000 random winners will be picked and notified via text message, e-mail, or other methods and receive a sample of Maybelline Wet Shine Fusion lipstick in Rose N’ Shine at a retail value of $6.75 each.
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