To boost sales of a Nintendo DS game, Pippa Funnell, by way of an on-pack promotion offering a free horse riding lesson with game purchase
We contacted riding schools across the UK to take part in the promotion. 60 schools signed up, each offering a free riding lesson to anyone presenting the voucher from the DS game pack. GFM hosted a website listing all participating riding schools as well.
Increased sales of the game due to the perceived value of a riding lesson (£10-£20). Full value riding lessons purchased as a result of the free lesson
Sales of the game increased by 48% across all retail outlets over the year the offer was live and on average each riding school took 41 vouchers.
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