Best Marketing Integrated Ad Campaign

A contest to make you think

THE CHALLENGE: How to make yet another sweeps campaign different, approachable, and centered around the members of Sony Rewards. (Or, more specifically: What’s in their heads. Literally.)

THE ANSWER: When you’re marketing a sweeps with specific, fixed prizes – well that’s what you do. Give it a fancy name, a shiny lockup, and put the halo on the product. But, really, everyone gets it, everyone’s seen that before, and nobody thinks they really have a shot to win. It’s unreachable.

But when the winner can get whatever they want? And enter again and again (just for doing what they – and Sony Rewards – will love)?

Well, those questions became the campaign’s creative answer: What exactly would YOU do with 100K in Sony Rewards points (and what the heck would that even look like, anyway)?

THE WORK: Having established the rationale, our goal was then to get out of the way – let the copy and art tell the story just enough to let users really consider the possibilities on their own.

To announce the campaign, we used a responsive email design with user-focused imagery and content. Upon registration, users were shown a confirmation page that led them to enter again and again by completing easy lifestyle activities – like renting a movie, or playing a game – with the goal of building longer-term engagement with Sony Rewards.

Later on, registered users were sent a new, responsive trigger email to further drive home these activities (as fun, extra entries) – while non-registered users were sent a refreshed, “last chance to register” email.

Pervasive Web modules and banners helped echo and amplify the message on SonyRewards.com and other properties throughout the campaign’s duration.

Contributors:

Global Creative Director:	Christine Cucuzza
Creative Director :	Kris Geist
Managing Copywriter:	Joe Cross
Art Director:	Becky Gregory
Art Director:	Alan Bayoneto

ACXIOM IMPACT

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.