Hanes kicks off fall shopping season with instant win game

Three $25,000 grand prizes are up for grabs in the 'Cash-for-Comfort' contest.

Hanes Canada has launched ‘$25,000 Cash for Comfort Promotion’ across Canada. The goals of the first such initiative for the company are bolstering in-store traffic, driving sales and building a customer data base for ongoing marketing efforts.

Until September 8, consumers can participate in the promotion by acquiring one of three UPC codes from a current Hanes product, then compete for the big bucks online by entering their UPC codes and playing the interactive game.

Contestants who conquer the game will be eligible to win one of three $25,000 grand prizes, while those who reach a secondary point threshold are eligible to win one of 100 LCD portable DVD players. And for that all-important viral element, punters can also earn bonus codes by inviting at least two friends to play the game.

‘We were looking for a fun way to engage and interact with consumers and encourage them to visit our retailers,’ explains Roslyn Griner, VP marketing and product development for Hanesbrands. ‘With this promotion, we are able to reward consumers for choosing our products and for spreading the word about the instant win game to their friends.’

Radio spots to promote the contest, in both English and French, began running in major Canadian cities on August 13. They were created by DraftFCB Montreal, which also designed POP in-store items, and developed the online game. Initiative Media, also of Montreal, did the media buys. SCAinteractive, of Dallas (Hanes’ HQ), also played an integral role in this campaign and is administering the online game.