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Derby promotion puts Early Times in the winner's circle

Each year, Early Times packages its Mint Julep Cocktail - targeted to females - with a commemorative bottle and an original print by equine artist Celeste Susany. But in 2005, they wanted to turn the promotion up a notch and drive additional consumers to the database.

In addition to updating the web site with the new bottle and Derby story, B-F Online included web registration, online media, search and e-mail. A Derby sweepstakes featuring a grand prize of a signed, numbered and framed print by Ms. Susany was developed, and combined with an invitation system that enabled people to invite others to their Derby parties via the Early Times web site. B-F Online also suggested sponsoring a newly created Derby Party section of Allrecipes.com. Finally, B-F Online recommended investing in a key word and contextual search on Yahoo.com.

The results? Allrecipes.com delivered 5.5 million impressions and 7,500 click-throughs to the Early Times web site. And over 5,800 consumers registered for the sweepstakes, with over 3,000 of those being new to the database at a cost per registration of $1.80.