BN.com (Barnes & Noble)
Increase holiday traffic/new customers via national offline/online co-op campaign.
Lincoln Mercury wanted targeted leads for 2001 Sable launch.
Co-branded “Independent Thinkers series” promoted via direct tv/print Prominent site on BN.com Brochure packed with shipped product (500K+) Brochure sent to known readers (75K) In-store displays (500) Essay contest for students/adults.
Generated 67K leads, 10% above stretch objective 29% from BN.com, greater than Lincoln Mercury’s own site Received 20K contest entrants, 400% above plan