Do you remember the “Drink a Pepsi, win a song campaign?” (if you don’t just follow the link 
Well, according to Apple that partnered to the initiative with iTunes, redemption rates were low, and althought the campaign was offering 100 million songs, only 5 million were actually downloaded. MacWorld tells more about, also quoting a disappointed Apple official.
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy
I’m going to say that there are a lot of factors I’m concerned about here - stores near me (I’m in the New York metro area - New Jersey side) stopped having the iTunes caps almost a month ago. Every once in a while there were stragglers. Where did they all go? I also found that when I was at sporting events in the area, they don’t give you the bottlecaps anymore over the last few years, and just throw them away - they don’t care what contest is running. I have a feeling that this might have skewed the results too, if that is a practice common across all markets.
What kind of analysis would be necessary would be the stats on how many of the bottles of one hundred million winners - were actually on store shelves. They had to go somewhere, right?