‘Win an iPod Every 5 Minutes in September’ was a completely new mechanic – a must have for a generation who seek out innovation.The perception of winning is very high. Consumers assume that there are hundreds of thousands of prizes and therefore they have a really good chance of winning. In fact there are just 8,640 x 5 minute slots in September!In addition entrants could genuinely increase their chance of winning by entering at quiet times – usually in the dead of night.Finally iPod’s iconic status forced reassessment of the brand as relevant and contemporary

Sales in the Impulse Channel increased by 10% year on year.18 – 30 year olds represented a higher % of total buyers during the promotional period (indexing 108 vs. 82 in previous years).The promotion increased overall Brand Regard scores whilst increasing perception of the modernity of the brand from 22% to 33%.Nearly 15 million text entries were received.Over 5% of the UK population entered a code.The top player entered over 2,500 times.