In a national e-mail marketing campaign supporting its online and store operations, REI Inc. is wooing camping enthusiasts with a “Camp-Stove Cook-Off” that invites customers to submit camp-stove recipes for the chance to win equipment and a $1,000 donation to their favorite charity. The e-mail promotion comes with color graphics of best-selling campground cookware that link to buy pages on REI.com.
To bring e-mail recipients to REI.com, the promotion comes with several HTML links that take them to the web pages for the grand prize gourmet campground kitchen as well as for products such as a stainless steel cooler and special outdoor non-stick cookware. In each case, the link goes directly to a page where the item can be placed into a shopping cart, just in case e-mail recipients don’t want to wait to see if they win the prize.
The campaign also promotes in-store activity and builds REI awareness in regions as well as nationwide. For instance, the contest will name five finalists in each of several regions of the U.S., then invite each of the regional finalists to a head-to-head cook-off at REI’s flagship store in Seattle.
The contest asks participants to submit a recipe that must fit particular campground requirements: ingredients and cookware must fit in a daypack, and meal preparation is limited to 30 minutes. In a more light-hearted note, REI says the dish must have aroma that beckons campers from nearby sites.
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