Program Details: At first glance, Pacific Bell Wireless targeted consumers considering the purchase of cellular phone service and cellular phones; however, a closer inspection revealed a highler level of marketing. Pacific Bell Wireless partnered with Sony Electronics and Ronald McDonlad House Charities in an effort to offer a very attractive value-added promotion that would capture the interest of consumers and communitites alike. Consumers who make a $20 donation to the Ronald McDonald House Charities and signed up for a one-year service plan received a Digital PCS Phone and a free Sony Walkman. The Sony Walkman and cellualr phone were obtained in-store at the time of the transaction. This represented over a $250 value that was free when the consumer signed up for a one-year cellular service plan. Extensive in-store merchandising, TV, billboard, radio, and point-of-sale advertising supported the program.
Objective: The Sony Sounds Great Promotion was designed to motivate sales of Pacific Bell Wireless' new Pure PCS Digital Service.
Supplier: Sony Electronics
Sponsor Assocication: IMA/IMRA
Results: The program had an overwhelming response in all markets. The promotion raised over $4 million in donations for the Ronald McDonald House Charities, and assisted PacBell in acquiring over 200,000 new subscribers to their Pure PCS Digital Cellular Service Plan. More than 200,000 Sony Walkmans were awarded to consumers who responded to this promotion. The donation to the Ronald McDonald House Charities was one of the largest donations ever made to this worthy charity. The promoiton exceeded all program objectives and provided Pacific Bell Wireless with over 200,000 new customers utilizing a one-year cellular service plan.
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