Tokyoflash just e-mailed a mighty clever and very seasonal promotion: an invitation to an Easter egg hunt through its Web site.
Five egg icons are hidden on pages throughout the site, the online store for the cult watch brand. Each of the five eggs contains a letter. Once you’ve located all five, the letters can be rearranged into an Easter-related word, earning the diligent Â¥1500 (US$12.65) off their order.
This is a smart promotion. Tokyoflash sells only one thing to a dedicated audience, many of whom collect the models. The goal of this campaign isn’t just to get users to click through to the site, but to click through the site. Amazon couldn’t get away with it, but a specialty merchant such as this one certainly can.
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