Sharpe Promotes Fujifilm With Scratch Cards | Adweek
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Sharpe Promotes Fujifilm With Scratch Cards

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NEW YORK Fujifilm is pushing its digital cameras this holiday season with online instant-win scratch cards.

The "Scratch n' Match" program, from Sharpe Partners, lets consumers play for the chance to win a digital camera from the Elmsford, N.Y.-based company. To get the daily prize, a participant must match three cameras on their virtual scratch card.

The goal of the program is to drive awareness, engagement and purchase consideration for Fujifilm's digital products. "Digital cameras are going mass and this is the Christmas they're really going mass," said Kathy Sharpe, founder and partner at the New York digital marketing shop.

Online ads running on PCWorld.com, CNET.com and across MSN, including its fitness, technology, maps and automotive channels, encourage people to enter the sweepstakes. A PointRoll FatBoy rich-media unit, for instance, lets people enter the contest and explore different cameras within the ad.

The Web campaign, which skews towards 25- to 45-year-old women, who traditionally are picture takers, as well as people heavily involved in photography, was also promoted in a USA Today insert and a freestanding insert that appeared in six major newspapers.

Fujifilm has attracted 100,125 entrants and captured 34,158 unique e-mail addresses since the program began Nov. 18, according to a Sharpe representative. The shop also reported that 30 percent of the contest participants go on to the Fujifilm Web site.

"At this time of the year, the interactivity level is so high, people are really taking the time to explore cameras," Sharpe said.

The program, which is slated to run until the end of the year, carries the same look and feel as Fujifilm's offline campaign starring fictional family "The Greens," from Publicis Groupe's Publicis in New York. Fujifilm spent $2 million on measured media for the first eight months of 2003, a seventh of its ad expenditures for full-year 2002, TNS Media Intelligence/CMR.

Sharpe Partners has worked for Fujifilm since 1999 on a number of assignments, including e-mail newsletters, digital coupons, advertising and content partnerships with Web publishers and other online contests.