I really am becoming rather jaded on what works and what doesn’t work in marketing. But once in a while things like this turn up and made my day. The viral campaign is sooo simple it’s evil.
Play the game, but you must agree to subscribe to their mailing list.
Choose a book to receive a prize, if nothing happens refer a friend to get another chance.
By the end you probably get a 25% off voucher off something which doesn’t hurt them one bit, but by the end they would have:
– Your name on their database
– Add a few friends
– Consent to send you DM materials
So simple, and rather blatant about it, but it bloody well works!
Ok, so it’s evil and everything else, but who doesn’t buy anything from Borders anyway?
mirgraphy 