II. PROMOTIONAL EVENTS

Money Mania | 2005
July 7, 14, 21 & 28, 2005 – Thursday 5 pm-8pm

Alive@Five presented by Stamford Town Center and The Advocate/Greenwich Time in partnership with Budweiser and BevMax on the Holiday Inn Select Stage. Free concert series with live music from national and regional headliners, which attracts after work crowds and families. Columbus Park is the place to be during the summer as Stamford Downtown produces great music, great dancing and great times!

Our purpose was to fully utilize trade inventory at a local event called Alive at Five.

Our objective was to create an interactive promotion that was accessible, fun and memorable.

Money Mania used a plexi-glass enclosed booth that circulated paper and money. Each selected participant would get thirty-seconds inside the booth, with the opportunity to “Stash the Cash” anywhere they could. Participants were selected at random by The Advocate staff, and identified by a Winner sticker. Participants were eligible to get picked only if they had previously filled out a registration/entry form.

The revenue portion of this promotion came from the advertising sales department. Local businesses were sold sponsor packets, which also included coupons that were used in the Money Mania booth. Subscription offers were also sold at the event. Each time this promotion ran, $500 cash as well as coupons were given away over the three-hour span of the event.
Each event yielded 75% impression, 45% interaction and over 15% direct involvement on average. These amounts do not include print.

To promote this event through ROP advertising, we ran in paper, four-color, quarter page ads, every weekday, and three days prior to the event.