Visual Exhibits

 

Tobacco Industry Direct Marketing Strategies - Sweepstakes

 

Tobacco industry sweepstakes offer the chance to win cash or product prizes and trips to exotic locations. They offer prizes which are selected to be attractive to the sponsoring brand’s current and potential smokers. Completed sweepstakes forms provide tobacco companies with names for their mailing lists and useful information for marketing purposes. With the development of tobacco brand websites, many tobacco companies now allow participants to enter sweepstakes online every day during the promotion, thus providing incentive for frequent return to the website and interaction with the brand. See examples below.

 


click image to enlarge

Brand: Newport
Date of Item: 2009
Media Type: Other - Paper
Item Category:Minorities, African American, Sweepstakes, Direct Mail, Menthol
Description: Direct mail from Newport in promotion of Pleasure Payday sweepstakes, where 5 winners will win $50,000 each. Individual can enter daily by phone or by entering on the brand's website. Piece also came with three coupons - each for $1.00 off one pack.


click image to enlarge

Brand: Skoal
Date of Item: 2009
Media Type: Other - Paper
Item Category: Sweepstakes, Direct Mail, Chewing Tobacco/Snuf, Sports, Motor Sports
Description:Direct mail from Skoal in promotion of the brand's 75th Anniversary "Great Brotherhood Giveback" sweepstakes. The sweepstakes period runs from 2/3/09 - 1/31/10, during which individuals can enter on a daily basis by visiting the brand's website. The sweepstakes includes a different monthly prize and an overall grand prize. The mailing also included one coupon for $1.00 off any two cans of Skoal.


click image to enlarge

Brand: Marlboro
Date of Item: 2008
Media Type: Other - Paper
Item Category: Sweepstakes, Direct Mail
Description: Direct mail received from Marlboro in June 2008 in promotion of the Flavor Chase sweepstakes, where one can "win a prize a minute". The sweepstakes can be entered once a day, either by entering through the promotional website (flavorchase.com) or by sending a text message to a provided number. The piece also provides 4 cigarette coupons (1 x $1.00 off a pack; 1 x $5.00 off 4 packs or 1 carton; 1 x $4.00 off 4 packs or 1 carton; 1 x $3.00 off 4 packs or 1 carton).


click image to enlarge

Brand: Skoal
Date of Item: 2008
Media Type: Magazine
Item Category:Advertisement, Sweepstakes, Chewing Tobacco/Snuf
Description: Ad for the "Thrill of the Hunt" sweepstakes, a promotion by both Copenhagen and Skoal. Ad provides a website to use for sweepstakes entry. Ad found in Field & Stream: November 2008.


click image to enlarge

Brand: Virginia Slims
Date of Item: 2007
Media Type: Other - Paper
Item Category: Women, Minorities, African American, Sweepstakes, Direct Mail, Coupon - Discount
Description: Direct mail from Virginia Slims in promotion of a sweepstakes for various jeweled prizes (diamond necklace, bracelet, ring and earring set as grand prize; 20 first prizes of ruby and sapphire necklace/earring sets; 80 diamond earring set second prizes). Receivers can enter online or by mailing in an enclosed entry card. Piece also includes 4 coupons and information to share with a friend for signing up with the direct mailing list.


click image to enlarge
Brand: Marlboro
Date of Item: 2007
Media Type: Other - Paper
Item Category: Sweepstakes,Direct Mail
Description: Summer themed direct mail from Marlboro in promotion of the "Marlboro Triple 7 Sweeps". "This summer we're giving away 77,700 magnificent prizes." Prizes include Weber grills, Roush Mustangs, a trip to the Marlboro Ranch, and cash worth $777,000. A phone number and promotional code for sweeps entry is provided.
Trinkets & Trash | 683 Hoes Lane, Room 309, Piscataway, NJ 08854 | Email