Elizabeth Arden - Season of Speed Consumer Sweepstakes
Our challenge was to come up with a fun promotional device that would get consumers involved with a product re-launch of Elizabeth Arden's Halston Z-14 men's cologne. To capitalize on existing marketing equity, the promotional material devised by ST&P needed to build off of the existing Halston Z-14 branding.
Because the Halston Z-14 brand advertising featured NASCAR legend Jeff Gordon as spokesperson, ST&P created the "Season of Speed Sweepstakes." In this sweepstakes consumers could enter for a chance to win a VIP trip to the Daytona 500 and a chance to meet Jeff Gordon. Additional prizes included cool gear like leather jackets and designer sunglasses. To further support the NASCAR theme, ST&P recommended that Elizabeth Arden package Halston Z-14 with a collectable, die-cast race car. Sweepstakes fulfillment was handled in house by ST&P.
The Season of Speed Sweepstakes was well received by consumers. The sweepstakes successfully retained the look and feel of Elizabeth Arden's brand advertising, strengthening both components in the process.