The
Goal
To drive unprecedented tune-in to an A&E special presentation/series,
garner affiliate support, and create opportunities for advertisers.
The Execution
A scratch-n-win game card and accompanying point-of-sale
display offered consumers a chance to win a trip to Great
Britain to attend the prestigious Cruft’s Dog Show,
the most prestigious purebred dog show in the world. Marlin
organized the VIP vacation including a welcome reception,
a deluxe metro coach for all transfers, a London scavenger
hunt, and all trip logistics. Additional prizes included
cash and “instant gift certificates” redeemable
at participating retailers. This game had broad appeal and
a high perceived chance of winning. Customizable tune-in
ad slicks were also designed by Marlin.
Results Recap
High levels of gamecard entry and display allocation created
buzz, drove viewership, and increased local ad sales.
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