RealSelect, operator of home listing site Realtor.com, is teaming up with Kmart,
America Online and Yoyodyne to present the Realtor.com “Win Your Next Home
Here” Sweepstakes.
Hosted and operated by Westlake Village, CA-based RealSelect, the sweepstakes
are sponsored by Kmart, and AOL, and is being produced by relationship
marketer Yoyodyne.
Total spending was not disclosed,
but the grand prize is a home valued at up to $250,000, including closing
costs. The grand prize winner will choose their home from among
Realtor.com’s 1.3
million active home listings.
Sweepstakes entrants will also have the opportunity to win a variety of weekly
prizes. Kmart and AOL will offer a home entertainment center and 20 annual
memberships
respectively. Other weekly prize sponsors include GTE, Home Depot, IBM,
Procter & Gamble, Service Master, and Whirlpool. During each week of the
seven-week promotion, one of these sponsors’ prizes will be awarded. The grand
prize will be awarded in time for the holiday season.
“The quality sponsors, compelling game technology and high value of the prizes
in the sweepstakes clearly raises the bar for Internet-based consumer
promotions,” said Michael Keller, vice president of marketing at RealSelect.
“This promotion was crafted as a fun way to drive traffic to our site and
heighten the awareness of our sponsors’ brands.”
The goal of the sweepstakes is to entice Realtor.com visitors to surf and
explore the site through a treasure hunt model. Each week five Realtor.com Web
pages will be highlighted in a permission-based sweepstakes e-mail that
encourages participants to come to the site and search for a game icon. Each
time a visitor visits these pages
and clicks on the icon, they will earn entries into the prize drawings.
“This promotion represents the cutting edge of permission-based relationship
marketing on the Internet,” said Seth Godin, president and founder of
Yoyodyne.
Other Yoyodyne promotions include EZSpree, an online shopping promotion,
EZWheels, an Internet promotion for automobile manufacturers, EZVenture, an
online promotion for small and home office business executives and Get Rich
Click, an online traffic-driving sweepstakes.
