Brand: Camel

Year: 2012

Category:
Direct Mail
Sweepstakes

Description:
Direct mail received in July 2012 in the form of a newspaper (The Camel Times) advertising a new election themed promotion under Camel's 99th Humptennial Celebration. The mailing includes a fake "headline" announcing the receiver's declaration of candidacy at Camel.com (Note, in this image the actual receiver's name was replaced with Trinket & Trash).

On the Camel website, customers have the chance to compete for "President of Camel Hump Day." The winner will be awarded $99,999 and future spotlights in issues of the Camel Times. Participants who wish to "run" for "president" must complete a questionnaire, create a slogan and a campaign emblem. Members of the online "Camel community" will help to "elect" the winner by adding their electronic signatures to candidacy petitions, "liking" candidates' "statements of cause", judging online debates and participating in final polls towards November. The mailing also promotes a game, Mudpie Melee, in which players can throw balls of virtual mud at targets, and includes several coupons.

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