Berlin Cameron & Partners Develops Integrated Campaign for Destination Portal
Furthers iWon.com's Strategic Initiative to Build Consumer Brand
New York, October 12, 1999 - iWon (www.iwon.com), a new CBS-backed destination Internet portal combining world-class search, content and functionality with the Internet's largest guaranteed cash giveaway, today introduced its advertising campaign, created by Berlin Cameron & Partners. The $40+ million television and radio campaign will officially launch on October 11 and run through April 17, 2000. The campaign will utilize the tag line "why wouldn't you?", reinforcing iWon.com as a premier Internet destination that also gives away large cash prizes.
iWon.com is giving away $10,000 every day, $1 million every month and $10 million on Tax Day (April 15, 2000). Users collect entries into the Daily, Monthly and Tax Day giveaways for practically everything they do on the site - from searching the Web and reading the news to checking their emails and tracking their stocks. Participation is free.
"The launch advertising clearly captures the essence of our brand," said Jon Brod, vice president of marketing at iWon.com. "We've labeled it the 'duh' campaign, because once users realize that iWon.com offers world-class information with the opportunity to win a ton of cash, they quickly understand that this site is a no-brainer."
Behind the Campaign
Doug Liman, director of such popular movies as Swingers and Go, directed the iWon.com television campaign. The commercials feature the voice of A. Whitney Brown, a Daily Show correspondent and former Saturday Night Live cast member. In each television spot, Brown is heard interviewing Internet users from various backgrounds and giving them a choice between their "regular Internet home page" and iWon.com. As the ads begin, a giant pile of money is revealed next to the laptop featuring iWon.com. The humorous "decision" made by the Internet users captures the positioning behind the "why wouldn't you?" tag line.
Five commercials will run on network television in prime time, late night, day time and evening and morning news slots. The campaign targets mainstream Americans, ages 25 - 54.
"The campaign takes a humorous approach to the well-recognized genre of side-by-side comparative," said Ewen Cameron, partner and director of planning at Berlin Cameron & Partners. "In so doing, we believe that we have created a personality for the brand that will be the basis for iWon.com's long-term positioning."
Nearly 100 million American adults have participated in a sweepstakes in the last year. Sweepstakes participants skew favorably in terms of household income, credit card usage, and Internet access, compared to the general population.
Giveaway Announcements
All $10,000 Daily winners will be posted each day on the site, while the $1 million Monthly winners and the $10 million Tax Day winner will be announced in prime time on the CBS Television Network. Entries accumulated by users are displayed and updated on a real-time basis through an innovative and patent-pending entry tracking system that appears at the top of each page.
About iWon.com
iWon.com, based in Irvington, NY, is a CBS-backed destination Internet portal combining world-class search, content and functionality with the Internet's largest guaranteed cash giveaway. Located at www.iwon.com, iWon.com is giving away, to its users, $10,000 every day, $1 million every month and $10 million on Tax Day (April 15, 2000). Users collect entries into the Daily, Monthly and Tax Day giveaways for practically everything they do on the site - from searching the Web and reading the news to checking their emails and tracking their stocks. The more you use iWon.com, the more entries you collect and the greater your chances of winning. Participation is free.
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