Car maker Vauxhall has struck a deal with the Mail on Sunday to distribute 2.4 million CDs, each containing a chance to win cars and tickets to the World Cup Final.
The deal is part of Vauxhall’s 6m investment in marketing support for its 4m sponsorship of ITV’s coverage of the World Cup finals in France.
Advertising featuring the former England manager Graham Taylor and Scotland striker Ally McCoist also breaks this weekend as part of the 6m initiative.
The CD, called the World Cup Years 1966-1998, will be cover-mounted on this Sunday’s You magazine and includes tracks from pop artists Scott McKenzie, the Three Degrees and Adam & the Ants.
The tenth track on the CD will be the noise of a crowd or similar football activity. To have a chance of winning one of ten cars or two tickets to the Paris final, listeners must take the CD to their local Vauxhall dealer to listen to the tenth track – if it makes a particular noise, they have a chance of winning. The promotion is clearly designed to get people into dealerships in the pre-August period.
But Vauxhall’s marketing operations director Andy Jones says the Mail on Sunday deal does not conflict with the joint scratchcard promotion running with its rival Times Newspapers and ITV (MW April 16).
“There is no conflict,” says Jones. “In all cases it is being viewed as adding incremental business with people buying two rather than one newspaper. The Mail on Sunday delivers well against the heartland of our target market.”
Media Analysis, page 16