|$50 Million in Free Gifts Up for Grabs at Staples for 10,000 Grand-Prize Winners|
"At Staples, we understand that people's budgets are tight and this holiday season we are offering great prices on a wide assortment of gifts - and we are giving 10,000 customers their purchases for free through this truly unique sweepstakes," says Shira Goodman, executive vice president of marketing for Staples. "In true Staples fashion, we are using humor and creativity to engage our customers and get them excited about 'Gift It For Free.'"
Joining the effort to communicate the winning message is Coach Tom, a fictional character who plays the role of a local, passionate youth sports coach who firmly believes in the concept of ONE winner. He has taken notice of the Staples promotion and is baffled by its concept. Coach Tom is the tireless champion of the "Champion." It is his passion against the "10,000 winners" message from Staples "Gift It For Free" Sweepstakes that fuels his public antics and comedic displays of disapproval.
The new campaign will push Coach Tom's message out to the masses via the Internet, specifically through video hosting sites like YouTube, and social networking and sharing sites like Facebook, Flickr and Twitter. Coach Tom will have a Facebook fan page, Coach vs. 10,000 Winners, dedicated to his mission and his activities. He will also have the ability to tweet in real time using his own Twitter profile.
Staples produced an initial set of videos featuring Coach Tom in various situations -- ranging from him ranting about the whole concept of 10,000 winners to him interacting with people at various events. For instance, in a Tai Chi video, Staples used a hidden camera to film Coach Tom interacting with serious Tai Chi practitioners -- inquiring about who is winning in a clearly non-competitive group practice.
The campaign, created by Duffy & Shanley, Providence, RI, is supported by additional marketing and PR efforts, including in-store, radio, and online and direct marketing. Visit www.staples.com/holidaypr for even more information.
Gift It for Free Sweepstakes
To ring in the holiday season, Staples developed the "Gift It For Free" sweepstakes, which kicks off on Nov. 16 and awards 10,000 people their entire holiday purchase, up to $5,000, for free. The sweepstakes runs through Dec. 24, and any legal U.S. resident 18 & older is eligible by entering the code on their receipt at www.GiftItForFree.com. No purchase necessary. See Official Rules at www.GiftItForFree.com for details.
Staples, the world's largest office products company, is committed to making it easy for customers to buy a wide range of office products, including supplies, technology, furniture, and business services. With $27 billion in sales, Staples serves businesses of all sizes and consumers in 27 countries throughout North and South America, Europe, Asia and Australia. In July 2008, Staples acquired Corporate Express, one of the world's leading suppliers of office products to businesses and institutions. Staples invented the office superstore concept in 1986 and is headquartered outside Boston. More information about Staples (Nasdaq: SPLS) is available at www.staples.com.
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