From direct marketing tool to digital niche product: a Reader’s Digest Sweepstakes case study

Date created
2012-04-13
Authors/Contributors
Abstract
This report explores how Reader’s Digest Canada’s digital strategies are used within an existing brand framework to adapt to a diverse and changing media landscape. Using a case study of a direct marketing effort, the RD Sweepstakes (Sweeps), the effects of digitization on the development of new business opportunities are explored. With direct marketing practices following a digital trajectory (in response to audience migration to online platforms), the Sweeps has gradually carved out a niche of its own. This report reaffirms the marketing function of the Sweeps as well as argues that the Sweeps is a vertical capable of generating its own direct revenue. By citing market research and beta testing in the United States and Canada, two monetization models for a stand-alone Sweeps product are considered. Conclusions are drawn that demonstrate the viability of a Sweeps mobile application while taking heed of legal implications, market context, and overall brand equity.
Document
Identifier
etd7096
Copyright statement
Copyright is held by the author.
Permissions
The author granted permission for the file to be printed and for the text to be copied and pasted.
Scholarly level
Member of collection
Attachment Size
etd7096_VMilidragovic.pdf 11.76 MB