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First Disney, then Six Flags, now Borders?

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  • First Disney, then Six Flags, now Borders?

    I'm a Borders Rewards member, and I highly enjoy the program. Well, imagine my surprise when into my e-mail last night drops a message with the subject line "Be the first Borders Dream Rewards winner!"

    Oh yes. The first prize up for grabs is a trip to go build a house in New Orleans with Harry Connick, Jr. Looking into it a bit further, it seems like it's not really a sweepstakes; at least for this one, you have to write a "love letter to New Orleans," and the winners will be judged on those. Still, there's a spiffy new Borders Dream Rewards logo and everything, so if this first prize is successful, this will probably be a permanent addition to the program.

    So, is there really something to this "dreams" nomenclature, or is this a case of monkey see, monkey do?

    Cinderella IV: The Bloodening

    "It's okay, Beaker, we're scientists. We get paid to fail."

  • #2
    Re: First Disney, then Six Flags, now Borders?

    Here's their press release on the campaign:

    Borders unveils 'Dream Rewards' contest series - 2/1/07
    http://www.micechat.com/forums/showt...hlight=borders
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

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    • #3
      Re: First Disney, then Six Flags, now Borders?

      No, but the concept has been around for a long time really...

      It is why it popped up "organically" in a focus group Disney used to develop the campaign... It's my experiance that nothing really happens "organically..." That isn't how the creative process in marketing works...
      Check out my other blog:

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      • #4
        Re: First Disney, then Six Flags, now Borders?

        Bah, of course there's a News thread that I missed. D'oh!

        Cinderella IV: The Bloodening

        "It's okay, Beaker, we're scientists. We get paid to fail."

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