iC Group Case Study

Global TV - Global's Calling – “If you're in, you win,"

Situation: Global TV announced its new fall programming with an event attended by Mr. Apprentice himself, Donald Trump. The affair kicked-off a wider consumer promo, called Global's Calling - If you're in, you win," engineered to keep eyeballs fixed on prime time.

How it worked:

• To enter, viewers registered at the Global website and watched prime time programming to get a nightly “codeword.”
• Three daily draws were made throughout the Contest Period – selected entrants were contacted by phone or in person on the evening of the draw date and asked to provide the correct codeword that aired on that night.
• Additional sweeps entries could be made by entering a codeword directly at the website, by referring friends via a tell-a-friend option or by registering PIN codes from a “wallet drop” (in BC and Ontario only, 5,000 promotional wallets were ‘dropped’ and randomly distributed at various locations. If found, participants could register the PIN at the website for another chance to win.)
• Over 170 cash prizes were available to be won totaling $394,000.00.

Toronto-based Capital C Communications lead the promotional initiative, including concept and creative development. iC Group supported the effort by providing online game development and hosting, Promotion Risk Management and fulfillment services.