DM News: Online Ads Churn Visits for Free Ice Cream
90 year old ice cream maker Brigham partnered with Boston.com to offer coupons for a free ice cream cone at participant stores for a week earlier this month, with impressive results: the campaign (called "The Scoop") netted some 5,000 redemptions, nearly 10 percent of all page views, compared to a 3 percent redemption rate for Brigham's usual print campaigns. The campaign's microsite generated nearly 140,000 page views, and 3,000 people e-mailed the coupon to a friend.
