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Marketers can sponsor "lucky" e-mail cards in Japan

Published on .

Hakuhodo, Japan's second largest advertising agency, is launching a service to send New Year's `cards' via e-mail that could win participants a prize.

After the sender writes the New Year's message, he or she selects a preferred gift from among those offered by sponsoring companies. The Hakuhodo service then assigns the e-mail a lottery number. Both the writer and the person who receives the e-mail will receive a prize if their number is chosen.

Sponsoring companies will pay from $90,000 to $180,000 to participate. In addition to product exposure, the companies will receive information about the senders of the e-mail such as age, sex and product ownership.

Copyright September 1996 Crain Communications Inc.

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