Realtor.com Launches Home Sweepstakes

RealSelect, operator of home listing site Realtor.com, is teaming up with Kmart, America Online and Yoyodyne to present the Realtor.com “Win Your Next Home Here” Sweepstakes.

Hosted and operated by Westlake Village, CA-based RealSelect, the sweepstakes are sponsored by Kmart, and AOL, and is being produced by relationship marketer Yoyodyne.

Total spending was not disclosed, but the grand prize is a home valued at up to $250,000, including closing costs. The grand prize winner will choose their home from among Realtor.com’s 1.3 million active home listings.

Sweepstakes entrants will also have the opportunity to win a variety of weekly prizes. Kmart and AOL will offer a home entertainment center and 20 annual memberships respectively. Other weekly prize sponsors include GTE, Home Depot, IBM, Procter & Gamble, Service Master, and Whirlpool. During each week of the seven-week promotion, one of these sponsors’ prizes will be awarded. The grand prize will be awarded in time for the holiday season.

“The quality sponsors, compelling game technology and high value of the prizes in the sweepstakes clearly raises the bar for Internet-based consumer promotions,” said Michael Keller, vice president of marketing at RealSelect. “This promotion was crafted as a fun way to drive traffic to our site and heighten the awareness of our sponsors’ brands.”

The goal of the sweepstakes is to entice Realtor.com visitors to surf and explore the site through a treasure hunt model. Each week five Realtor.com Web pages will be highlighted in a permission-based sweepstakes email that encourages participants to come to the site and search for a game icon. Each time a visitor visits these pages and clicks on the icon, they will earn entries into the prize drawings.

“This promotion represents the cutting edge of permission-based relationship marketing on the Internet,” said Seth Godin, president and founder of Yoyodyne.

Other Yoyodyne promotions include EZSpree, an online shopping promotion, EZWheels, an Internet promotion for automobile manufacturers, EZVenture, an online promotion for small and home office business executives and Get Rich Click, an online traffic-driving sweepstakes.

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