Hallmark wanted to drive sales in over 200 markets with a special offer at its Gold Crown® stores in the week leading up to Valentine’s Day. As part of the offer, shoppers who bought three greeting cards had the opportunity to buy an exclusive Martina McBride album featuring her hit song, “My Valentine.”
- Sweepstakes giving away McBride concert tickets and memorabilia
- Brand spots and segment sponsorships reinforcing the special offer
CRN’s campaign got the album to “go gold”
by generating sales of 500,000 copies of the CD
and $1.5MM in card sales.