Ericcson in Gift-Giving Yule Mood - Telefonaktiebolaget LM Ericsson launches new marketing campaign for cellular telephones with Entertainment Marketing Inc

Brandweek,  Oct 26, 1998  by Tobi Elkin

Tags: marketing, phone

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Eager to nudge its cellular phones and accessories into the realm of impulse buys for holiday shoppers, Ericsson on Nov. 15 launches a gift-with-purchase promotion that offers consumers a goodie basket and chance to win grand-prize "hidden treasures."

The promo, via Entertainment Marketing, Chicago, runs through Dec.31. It is designed to give Ericsson a more 3-dimensional presence at retail. Purchasers of Ericsson cell phones receive a holiday basket filled with Currier & Ives cookies, Ghirardelli coffees, Lindt chocolates, Callard & Bowser English Toffees and a bag full of Teeny Beanie jelly beans, a $40 value, when they mail in a completed tear-pad form and proof of purchase.

Ericsson is expected to support the promo with TV and radio ads. Select baskets will be seeded with grand prize 'hidden treasures," including tickets to a Celine Dion concert anywhere in the world, tickets to a Nascar race, the NFL Pro Bowl in Hawaii, U.S. Open men's golf tournament, Daytona 500, MLB All-Star Game and the U.S. Open tennis tournament. Additional prizes include Dion CDs, T-shirts and other merchandise. Baskets will be on display at participating retailers, and window clings, tearpads, counter cards, antenna talkers and posters also support.

"This promo will appeal to the fourth quarter audience and the Celine audience," said Mitchell Berk, president and CEO of Entertainment Marketing.

Earlier this year, Ericsson inked title sponsorship of Dion's world tour and the songstress also has appeared in the company's ads, via CMF&Z, Des Moines, Iowa, to suggest the brand's linkage with communication and the power of voice.

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