Promo spotlight: Compaq tests market for iPAQ with help of DJs, store demos

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Marketer: Compaq Computer Corp., Houston.

Effort: iPAQ in-store sampling effort.

Agency: Source Marketing, Westport, Conn.

Twist: Compaq wanted to promote its iPAQ home Internet appliance to people seeking a simpler alternative to a computer for accessing the Web. The iPAQ unit accesses the Internet through the Microsoft Network with the touch of one button. Compaq also promoted MSN through the effort. Harnessing Source Market-ing's national Endorser Radio promotion program, Compaq got disc jockeys in 18 major markets to try out the product on the air, driving listeners to stores holding in-store sampling efforts and urging participation in on-air giveaways of the device. Source Marketing provided the on-air copy for DJs.

Vital statistics: Hundreds of in-store demonstrations were held at Best Buy, CompUSA, Circuit City, RadioShack and Staples, with representatives from Source Marketing and Compaq executing one-on-one promotion of iPAQ and MSN.

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