Company: Sony Electronics

Programs: Merchandise, Sweepstakes

Program Types: Consumer

Program Details: Participants could enter the sweepstakes by sending four nonwinning tickets in an envelope with their name, address, and phone number. A pre-promotion luncheon was held for media vendors participating in the promotion. Five Sony Discman players were raffled off at the luncheon. Radio, weekly newspaper ads, and point-of-sale displays in 6,500 Michigan Lottery outlets and 2,500 nonlottery outlets were used to generate statewide exposure for the "Sound Explosion Sweepstakes." A fuel tanker program was used to deliver a 20-second message at gas stations throughout the state.

Objective: To increase public perception of the Michigan State Lottery as a provider of games that are fun, exciting, and offer valuable consumer benefits, the state teamed up with Sony Electronics. In a promotion geared to male and female adults age 18-54, players in the Daily 3 and Daily 4 lotteries were provided with second-chance opportunities to win Sony Home Entertainment Systems.

Supplier: Sony Electronics

Results: Weekly entries rose from 60,000 the first week to more than 300,000 during the last week of the promotion for a total of 1,245,312 entries, far exceeding all previous promotions.