Could this week be Old Navy’s “Best Week Ever” for back-to-school sales?
A multi-pronged tie-in with VH1’s hit show Best Week Ever drives traffic to Old Navy stores with an in-store instant-win game that awards prizes each hour. The top prizes: A walk-on role on VH1’s show; Chrysler Crossfires (four winners nationally) and tickets on United Airlines. Lesser prizes include Baskin-Robbins ice cream cones, a Best Week Ever sampler CD, compiled by VH1, and discounts on Old Navy goods.
At the beginning of each hour, staffers in Old Navy stores give away game pieces for about five minutes, or until they run out. Winners are chosen each hour.
Fans enter online to win the walk-on role on Best Week Ever, slated for Sept. 16. The prize package includes a trip for two to New York for the show taping, a $250 Old Navy gift card and $500 cash. VH1 parent MTV Networks handles this portion of the joint promotion.
A separate online sweeps overlay dangles eight daily grand prizes of $1,000. Coupons online and in-store give shoppers $10 off purchases of $75 or more. A TV spot on MTV Networks’ VH1 and banner ads on the cable network’s Web site drive viewers to stores. ePrize, Pleasant Ridge, MI, handles this portion of the campaign for San Francisco-based Old Navy.
The Best Week Ever runs Aug. 5-13. Hey, if it really is the best week, why not extend it an extra day?
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