Greeting card e-tailer getacard.com on Friday kicked off its first print and online advertising campaign, a year-long effort that begins with Father’s Day and graduation season themes.
Spending for the campaign wasn’t disclosed, but the account was valued at $20 million when the company signed with TBWA/Chiat/Day in April. Rather than selling the digital greeting cards that have grown so popular — but are usually free — getacard.com sells real paper cards that are mailed to the recipient.
The campaign will also feature an online promotion aimed at increasing membership. The first 50 people each day that register as members of the site will receive a free greeting card.
The print campaign will break with a full-page spread with a Father’s Day theme in two issues of People Magazine.
Online components on the campaign will appear in People Daily, People Magazine’s daily email newsletter, which reaches 30,000 subscribers. In addition, banner ads, text links, and email marketing efforts will be a part of the mix. Banners will appear on People.com, Disney.com, Family.com and CNN.com.
getacard.com is also teaming with GiftCertificates.com in a distribution deal. People visiting the getacard.com Web site can attach a “SuperCertificate” — which they can redeem at a number of online and bricks-and-mortar merchants — to their card, which is mailed out to the recipient.
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