Big Break with BBC1 tradition

IN your feature on the Daily Mirror’s Big Break interactive gamecard promotion (MW January 13) you state that the involvement of the BBC in this promotion is “a departure for the BBC” and “heralds a new era of commercialism”.

Not so. The first interactive gamecard promotion involving the BBC was Cash Card. It was run by our client the Daily Star and BBC Radio One in February 1991. It was a huge success for both parties – so successful it could not be repeated at that time without jeopardising the BBC’s licence fee income. Questions were asked in the House of Commons and MPs intervened on behalf of the other newspaper publishers.

So, what’s new?

Peter Stent

Chief executive

International Marketing Corporation

London N1

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