birchbox subscriber sundays sweepstakes+iw_cs

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1 Birchbox “Subscriber Sundays Sweepstakes & Instant Win” Consumer Engagement Objectives Consumer Engagement Increase email opt-ins for Birchbox Drive online sales and traffic, increase subscriber base Solution Microsite & Mobile Responsive Sweepstakes + Scratch Off Instant Win Game. Dynamic Content Hero Image featuring weekly instant win prize partners. During the promotion period, consumers visited the promotion microsite or mobile responsive site and registered to automatically receive one (1) sweepstakes entry for the grand prize drawing and then advanced to the scratch off instant win game. Registrants also had the option to opt-in to receive future email communications from Birchbox. Scratch Off Instant Win Game: On the mobile responsive site, consumers would “scratch” on the box by wiping their finger across the image to instantly reveal a win/lose message. Via microsite experience, consumers would click and drag the cursor to “scratch” to reveal the win/lose message. Each entrant could play once per week during the promotion period. After playing, consumers could then share the promotion via Birchbox’s Tell-A-Friend program to receive one extra sweepstakes entry, up to three additional entries per week. Prizing

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Page 1: Birchbox Subscriber Sundays Sweepstakes+IW_CS

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Birchbox“Subscriber Sundays Sweepstakes & Instant Win”Consumer Engagement

Objectives• Consumer Engagement• Increase email opt-ins for Birchbox• Drive online sales and traffic, increase subscriber base

Solution• Microsite & Mobile Responsive Sweepstakes + Scratch Off Instant Win

Game. Dynamic Content Hero Image featuring weekly instant win prize partners.

• During the promotion period, consumers visited the promotion microsite or mobile responsive site and registered to automatically receive one (1) sweepstakes entry for the grand prize drawing and then advanced to the scratch off instant win game. Registrants also had the option to opt-in to receive future email communications from Birchbox.

• Scratch Off Instant Win Game: On the mobile responsive site, consumers would “scratch” on the box by wiping their finger across the image to instantly reveal a win/lose message. Via microsite experience, consumers would click and drag the cursor to “scratch” to reveal the win/lose message. Each entrant could play once per week during the promotion period.

• After playing, consumers could then share the promotion via Birchbox’s Tell-A-Friend program to receive one extra sweepstakes entry, up to three additional entries per week.

Prizing• Sweepstakes Grand Prize (one): 10,000 Birchbox Points• Instant Win Prizes (600): Various instant win prize packages from

Birchbox prizing partners