Bluefly.com’s December sweepstakes attracts 800,000 plays

Bluefly.com’s “You’ll Never Go Naked Again” sweepstakes has drawn 800,000 plays since it began Dec. 1, with about 30% of the players referred by friends, says Melissa Payner Gregor, CEO.

The contest, which ends Dec.31, gives players a chance to win a $100,000 Bluefly shopping spree by clicking on three boxes. If the boxes contain matching items, the customer wins a prize. In addition to the spending spree, players can win prizes such as discounts and free shipping on BlueFly purchases.

Customers can play once a day. However, they can win extra chances to play by e-mailing the game to friends.

The sweepstakes is part of the retailer’s $3 million national ad campaign, “That’s Why I Bluefly,” which shows a naked woman standing in front of a closet, frustrated at finding nothing she wants to wear. The campaign—which targets women between 25 and 49 years old—includes television commercials and print ads.

The sweepstakes is on track to become Bluefly’s most successful contest in converting new customers, Payner Gregor says, without giving details. In the past, Bluefly has run sweepstakes featuring high-fashion shoes and handbags as prizes. It also ran an online race game at its site last spring that offered players the chance to win a Porsche plus a $2,000 shopping spree.