The new CBS-backed destination and cash giveaway portal iWon.com launched at $40 million-plus
advertising campaign, created by Berlin Cameron & Partners.
The television and radio campaign will run through April 17, 2000. The tag
line is “Why wouldn’t you?.”
iWon.com is giving away $10,000 every day, $1 million every month and $10
million on Tax Day (April 17, 2000). Users collect entries into the Daily,
Monthly and Tax Day giveaways for practically everything they do on the site,
from searching the Web and reading the news to checking their e-mail and
tracking their stocks.
Participation is free.
“We’ve labeled it the ‘duh’ campaign, because once users realize that
iWon.com offers world-class information with the opportunity to win a ton of
cash, they quickly understand that this site is a no-brainer,” said Jon Brod,
vice president of marketing at iWon.com.
The commercials feature the voice of A. Whitney Brown, a Daily Show
correspondent and former Saturday Night Live cast member. Five commercials
will run on network television in prime time, late night, daytime and evening
and morning news slots. The campaign targets mainstream Americans, ages 25 –
54.
The radio campaign, comprised of three executions, depicts a fictional news
talk show, titled “Take a Stand.” The “issue” debated in all three radio
spots is whether giving away lots of money is a good idea.
iWon.com has partnered with DoubleClick to represent the company in
its online sponsorship and advertising relationships.
Separately National online apartment guide Apartments.com and its one-stop
relocation service, MovingCenter, signed a deal to become
exclusive providers of apartment rental and relocation services on iWon.com.
Financial terms were not disclosed.
