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Last month's Verizon SuperPages campaign - its largest promotion of the year which cost an estimated $4 million and hoped to entice users to try out downloadable coupons, a search function, a downloadable toolbar, and the opportunity to write reviews - has resulted in some 7 million uses of the new features, according to MediaPost (via MediaBuyerPlanner).
The campaign, created by Verizon's agency of record, TM, entered users of the new functions in a daily sweepstakes to win prizes such as $25,000, $500, a beach vacation, a personal chef for a week, maid service for a year, or a one-year membership to a gym. The campaign is running from mid-November until the end of this month.
SuperPages purchased ads on sites such as American Greetings, AOL, Daily Candy, Discovery, E! Online, IBS, Integrent, FoodTV, HGTV, and many others, and purchased rich media ad units for the first time. It also purchased radio ads in nine markets.
