ADiamondIsForever.com has launched a one-week Internet promotion where it will give away a $10,000 piece of diamond jewelry. The promotion is designed to encourage consumers to visit retail stores to buy diamond jewelry and to drive traffic to the ADiamondIsForever.com Web site.
Beginning today, consumers can visit ADiamondIsForever.com to preview the new De Beers commercial "Tree." The 160,000 people who previously registered to receive e-mail promotions from the site will be sent e-mail today inviting them to visit the site and watch the commercial preview. After viewing the preview, visitors are asked to guess what kind of jewelry is concealed in the gift box featured at the end of the commercial. Visitors who guess correctly will be entered to win the hidden diamond gift. Visitors will also be encouraged to e-mail friends and family about the promotion, and those who do will increase their odds of winning exponentially.
"One of the most important parts of this promotion is that it will actually help drive consumers into retail stores just in time for the holiday buying season," says Anne Ritchie, partner and account director at J. Walter Thompson, De Beers' advertising agency. "In order to get a hint of what is hidden in that special gift box, contestants are encouraged to visit a local jeweler to see the new De Beers Christmas jewelry."
Ritchie expects the online marketing campaign to be successful. The last online marketing effort, where site visitors where encouraged to design their own ring and e-mail it to their friends and family, helped increase the site's traffic by more than 60%.
- by Julia M. Duncan