NASCAR/ Can Tire drive-to-web promotion
The Online team at Canadian Tire contracts ICEPICK to build an end-to-end contest that will drive race fans to a dedicated micro site with a compelling reason to sign on for their electronic flyer. The program was designed to run throughout the summer and cover eight races. Particpation rates were through the roof, and the opt-in rate for the flyer was over 30%.

ICEPICK designed the contest card, created and managed the micro site, and assembled a detailed reporting package at the end of the contest that highlighted valuable measurements that could be used to improve future campaigns.

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PDF attached: 

Candian Tire Nascar 8.5 x 11.pdf