Overview

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 microsite 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.

The rich banner spawned the landing page after they “threw” the coin.

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