Boston.com has launched “Snowplow Game” a catchy online feature to engage New Englanders. Players steer a snowplow through Boston after a blizzard, whizzing by popular city landmarks such as Fenway Park, the Citgo sign, and the John Hancock tower, in a quest to clear the streets and accumulate points, peppermints and snowflakes before time runs out. The top ten scorers will be ranked publicly on Boston.com, allowing players to compete for top honors. The competition, developed by Barbarian Group is part of the Boston.com “Get Wrapped” campaign, a local awareness and affinity-building promotion that will continue through the end of the year.
Surf the Web and get a coupon for a free ice cream. That’s the idea of Boston.com and the ice cream maker Brigham’s Inc.. DMNews.com explains the campaign idea, quoting Stephanie Shore, director of marketing at Boston.com:“We were trying to develop a case study for our retail advertisers about how effective online advertising can be in driving offline activity. Brigham’s was extremely pleased with the promotion, and they saw a lot of new faces.”
Redemption rates were, in fact, pretty high: almost 10 percent of the 56,719 page views of the coupon.
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