Galaxy to launch 1m book giveaway
by James Quilter, Promotions & Incentives writing in Brand Republic, 09-Mar-09.

LONDON - Galaxy is giving away 1m books in an on-pack promotion running alongside its sponsorship of the upcoming Galaxy British Book Awards.
The 'Irresistible Reads' promotion will offer consumers the chance to win one of 10 ‘best selling’ books by entering a unique on-pack code online.

Products running the promotion include Galaxy Ripple, Minstrels and the upcoming product Galaxy Cookie Crumbles. A £2.44m campaign including TV and press activity will also support the promotion.

Additionally The Galaxy British Book Awards is offering consumers the chance to download sample chapters of shortlisted books via a mobile phone as part of a move to engage with a younger audience.

The promotion, which has been created by Icue, is running from 10 March when the shortlist for the awards, due to take place on 3 April, is announced.

In addition to downloading sample chapter consumers to vote on their favorite books in each of the six categories. They will also be redirected to retailers sponsoring each of the categories where they can buy the sampled books. Retailer partners include: WH Smith, Tesco, Sainsbury’s and Waterstones.

Posters highlighting the promotion will be running in-store with additional marketing support in the Daily Mail.

Alastair Giles, executive director of Galaxy British Book Awards said: "The promotion will help achieve our aim of promoting the Awards to a younger audience, whilst offering our sponsors brand exposure and creating a sense of anticipation regarding the announcement of the winner."