13 November 2003
The Mazda Australia website received 26,000 visitors in the 20 hours after Channel Nine’s Getaway announced the chance to win a new Mazda6 wagon.
The visitors logged on to try their luck in the Getaway Mazda6 competition through a website form, registering at a rate of one every 3 seconds on the first day. There were 308,716 entries by 30,000 unique people, showing that people are willing to submit their details to companies over the Internet, given the proper incentive.
The competition brought 35,000 additional visitors to the Mazda Australia website. There were extreme spikes in traffic just after the Getaway show, proving that giveaways on prime time television are very effective tools for driving traffic to a website.
An integrated multi-channel approach was used for capturing contestant details including a website form, a toll free number and support for SMS entries.
