Aiming to attract female couponers in the Fort Worth market, YP wanted to increase usage of the YP Real Yellow Pages directory by featuring its newly expand ed coupon section in the front of the book. So to get residents in that delivery market to retain and use (vs. misplace or toss) the directory, TMA created a promotion that calls attention to the coupon section which offers real opportunities to save and win big.
The Lucky Numbers Challenge Sweepstakes involves a series of challenges that requires the book in-hand to play and has both desktop and advertiser co-brand ed mobile versions. After visitors complete the interactive challenges they can enter daily for their chance to win. The prizes include weekly prizes of $250, monthly prizes of $2,500 or the grand prize of $25,000. The promotion runs September 10, 2012 through July 19, 2013 and involves, print, digital, radio and transit campaign components.
Watch the promo below with copy by TMA’s Ed Johnson.