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Getty launches Gestalt promo with big prizes for contest winners
When Getty Images' CEO, Jonathan Klein, presented the company's 2005 results to analysts earlier this year, he mentioned Getty felt compelled to spend more on advertising and promoting its RF sales in the US market in 2006. In keeping with that plan, the company has recently launched an online contest that is both creative in terms of its originality and aggressive in terms of the value of the rewards offered to winners.
How it works: Players enter a virtual therapist’s office and select one of three Rorschach inkblots. For each inkblot chosen, 10 royalty-free images appear and players are challenged to find the image contained within the inkblot. Players will see if they selected the right inkblot as well as how fast they responded.
“When Getty Images asked us to develop an unconventional vehicle to showcase their vast selection of royalty-free imagery, our goal was to connect with customers in an intimate, exploratory way,” said Dave Remer, CEO and Creative Director of remerinc., the creative marketing agency that designed Gestalt. “Using kitschy inkblots and tongue-in-cheek psychological phrasing, we created an online game that we believe is as rejuvenating as it is entertaining.”
Getty has offered significant incentives to attract customers to the game. After each “therapy session,” players are entered into a daily drawing to win $1,000. At the end of the promotion, all players who participated will additionally be entered into a drawing to win the fantasy experience of their choice from among the options shown below. Getty has used its "in" with National Geographic as well as international event organizations to arrange these fantasy excursions:
- Animal Instinct – Travel on safari in Africa with National Geographic
- Speed – Attend Formula 1 racing in Monaco
- London Calling – Attend a major sporting event in London, working alongside one of Getty Images’ top photographers
- Darwin’s Dream – Visit the Galapagos Islands with National Geographic
- All-Star Game Blowout – Attend an American All-Star sports fantasy weekend of the winner’s choice
- Fashionista – Experience Fashion Week in New York City
Anyone can play Gestalt, but to win prizes, players must be from the following eligible markets: U.S. (excluding Florida), Australia, Canada, France, Germany, Ireland, New Zealand, Spain, Switzerland and UK. To experience Gestalt and for full contest rules and eligibility requirements,
visit: www.gettyimages.com/rfzone.
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