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News
iPod Becomes Number One ‘Motivational’ Electronics Giveaway
Wednesday, August 17th, 2005 at 3:00 PM - by Brad Cook
David Bernstein, writing for The New York Times, observes in an article published on Thursday that iPod minis are now "the number one 'motivational' electronics product, according to the trade publication Incentive." A fitness center in Chicago is giving away a free iPod shuffle to new members, and Bank One, Chase and Citibank are offering them to customers who open new accounts and agree to pay their bills online.
In addition, Procter & Gamble in April handed out 300 iPod shuffles as part of a sweepstakes promoting a new body spray, while a high rise in Chicago gave an iPod mini to anyone who looked at an apartment and signed a lease within 24 hours. The latter ended in May; the high rise's leasing director told Mr. Bernstein that it went over better than past promotions that offered a month or two of free rent.
The writer cites analysts who say that those who sponsor such promotions "typically pay retail prices for the iPods;" Apple wouldn't comment on the matter. Mr. Bernstein also spoke with Pepsi-Cola North America marketing director James Miller, who helped organize the past two iTunes giveaways associated with Pepsi products. Mr. Miller said that his company is already asking "What's next?" as it searches for a fresh way to pull iPods and iTunes into a future promotion.
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