Media Markt, the biggest electronics retailer in Germany, asked us: What to do with a rather dull 5% discount promotion for Easter? Our answer: Let’s make branded content out of it: The Rabbit Race. A live sports event in a commercial break. Customers shopped at the store before each race. If the winning rabbit’s number matched the last digit of their receipt number, they won a voucher to get 50% worth their purchase back. The Race was broadcasted live on the 9 biggest TV stations. Media Markt turned from a big electronics retailer to the biggest entertainer over night.
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