A congratulatory telephone call from WB network’s Dawson’s Creek star Joshua Jackson, and free use of a cell phone until the age of 20 are the grand prizes in JUMP magazine’s ‘Free Phone for your Teen Years’ sweepstakes.
The one-year-old publication is hoping that by cashing in on the trend of teens and cell phones, it can differentiate itself from other teen-targeted magazines on U.S. newsstands. ‘I believe this is the first time a girls magazine has tried this kind of campaign,’ says Sal Cataldi, president of New York-based Cataldi PR, JUMP’s agency. ‘We could have just offered traditional giveaways, but we felt this tells the audience that we really understand what they value.’
Cataldi PR conducted focus groups in which teens indicated that having a personal phone was a valued commodity.
The contest is open to 12- to 16-year-old girls in the United States. The winner will get a custom-designed cellular phone which comes with US$100 a month in free local and long distance calls. JUMP is not working with specific promotional partners on this campaign, although Cataldi says it plans to do so when the campaign runs next year.