In a cross-channel move, Haagen-Dazs ice cream is using an online promotion to drive people into Haagen-Dazs stores in the hopes they’ll sample its new summertime treat, the Banana Split Dazzler. On making an in-store purchase, customers receive a game card with a personal identification number. By registering and entering the PIN online, at www.haagen-dazs.com/dazzler, which links to Haagen-Dazs’s information web site, customers will be presented with an online form containing nine dessert icons.
In an online version of similar scratch and win games, players select three of the nine icons by clicking on them. A match of three images under the icons wins a prize, ranging from a three-year lease on a Jaguar XK8 to five $5,000 shopping sprees, 500 one-year supplies of ice cream, and more than 2 million gift certificates for Banana Split Dazzlers. A total of 2.3 million game card with online access PINs will be distributed in Haagen-Dazs stores this summer. Registrants opt in to receive online information and special offers from Haagen-Dazs.
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