Tabacalera, Yahoo! Offer CEO Fantasy – Brief Article
Mike Beirne
Jumping into the Internet pool again, Tabacalera teams with Yahoo! and merchandisers like Brooks Brothers and Mammoth Golf for an online sweeps kicking off in mid-February that invites cigar lovers to design their prize package if they could be CEO for a day.
Along the way visitors can select from a roster of merchandise partners the suit, watch and golf clubs they would sport, among other prizes, if they could live like upper-upper management for a day.
In addition to garnering entries, www.mycigarbox.com seeks to entertain and inform by asking visitors whether, given a choice, they would prefer Microsoft chief Bill Gates’ salary over General Electric’s Jack Welch. Other pages try to build a sticky site by offering pointers on proper knotting of a tie for the active nightlife guy proper putting mechanics for the active outdoor type and a five-book reading list for the corporate set.
“It’s like a lottery fantasy because people who play dream about what they would buy if they win:’ said Bo Young, Tabacalera’s vp-marketing. “The longer they sit there thinking about it, they more they might think about our products.”
The Web site offers downloadable buy-one, get-one free coupons for Quintero, St. Luis Rey and Romeo y Julieta, along with maps pointing to nearby tobacco shops. A previous Father’s Day coupon promo with Yahoo! sent customers to more than 700 retailers. Along with banner ads on Yahoo!, consumers entering generic cigar terms and brand names in a search will see the link to the Cigarbox site and the coupon ad on the results page.
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