Promo Spotlight: Datek shares trading prowess

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Marketer: Datek Online Brokerage Services, Iselin, N.J.

Effort: "Built to Trade."

Agency: Alcone Marketing, Darien, Conn.

Twist: Online brokerage Datek recently launched its first-ever mobile marketing tour, designed to demonstrate how consumers can trade stock online using a home computer, bypassing brokers. The tour centers on a specially designed Winnebago that allows up to 35 people per hour to learn about online trading. Inside the vehicle are "interactive investment stations" featuring large, 17-inch computer monitors and interactive software for trading stock. At each city on the tour, one visitor to the Winnebago will win a Datek account funded with $2,500.

Vital statistics: The tour will cover 20,000 miles, visiting 14 cities in 1o states through May; the Winnebago also features an exterior video wall explaining how online trading works, plus continuous updates of stock prices. The tour will hit Atlanta, Miami, Orlando, Houston, San Francisco, Los Angeles, Phoenix and Chicago.

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