Dec

10

Choice Hotels “Key to a Million” Sweepstakes

Filed Under @ Agency.com - 2004/07, Awards, Choice Hotels, Copywriting, Creative Direction, Strategic | Leave a Comment

The idea was simple. Don’t just create a sweepstakes entry, pose a question that builds excitement about actually entering. And not just entering once, but multiple times. The Choice wishing well asked people to write their million dollar dreams on a coin and throw it in the fountain. Although not an essential element of entering, we found people coming back day after day, to enter the exact same wish. As though the fountain held some kind of mystical power.

We also created a rock solid profanity filter for this project - and then found out that people really aren’t as profane as we predict them to be.

See the banner, which spawned the landing page after they “threw” the coin.

choice_sweepstakes

ACD/Copywriter: Janeen McCrae
Art Director/Flash: Andrew Zolty
Designer/Flash: Krystle Mobayeni
Designer: Steve Basin

Awards:
Horizon Interactive Awards 2007
Choice Hotels ‘Key to a Million Sweepstakes’ - Banner/Email Ad Campaign: Bronze

MIXX Awards 2007
Direct Response and Lead Generation - Finalist