Modell’s Uses Sweeps to Build Database
Modell’s Sporting Goods is running a sweepstakes for a spring training trip with a novel teammate spin to build its customer database.
Entrants register as a team captain and submit the name and e-mail of a prospective team member on the Modell’s site starting Friday. The captain subsequently gets a positive or negative reply from the teammate and, in the case of a positive response, Modell’s adds another name to its database.
The patented concept is the brainchild of Cohen-Friedberg Associates, which intends to apply it to three other Modell’s contests planned for 2008.
“The ultimate goal is to build traffic to Modell’s site and its database,” said Eric Friedberg, the president of Cohen-Friedberg. “A lot of viral marketing and a lot of branding comes into play.”
For the winners, the payoff is a weekend trip for two to see a Major League Baseball spring training game in St. Petersburg, FL and a VIP tour of the Ted Williams/Hitters Museum that’s located there. The museum partnered with Modell’s for the promotion, along with Trade Winds Island Resort, JetBlue and St. Petersburh/Clearwater Conventions and Tourism.
The online contest commences on Nov. 30 and concludes on Jan. 3, with the randomly selected winner to be revealed shortly after the registration period ends.
Along with the three sweepstakes in the offing for next year, Friedberg said Modell’s plans monthly e-mail blasts to its MVP customers and prospective customers it will add from the spring training contest.
