Top of the Pops and It's Hot! team up for teen Swapits promotion

by Julia Pearlman, Brand Republic 11-Apr-05, 07:00

LONDON - Top of the Pops magazine and It's Hot! have teamed up to offer their teenage readers the chance to get their hands on a range of goods in a three-month promotion with Swapits, the online reward auction programme for under 18s.

The April issues of both titles, published by BBC Magazines, will carry a Swapits Reward Card featuring a code which rewards readers with 100 Swapits when entered into their SwapitShop account.

A further 100 free Swapits will also be given away with the next two issues of each title. The credits can be used to get hold of items such as jewellery, CDs, DVDs, MP3 players and iPods.

The campaign will be supported across the SwapitShop website with a microsite, banner ads, email newsletters and features in both titles.

A direct mail campaign will be included in 40,000 SwapitShop packages sent to teens every month.

SwapitShop CEO Jonathan Attwood said: "Swapits increase sales and loyalty, while empowering youths and taking them seriously in a safe and rewarding way.

"They get what they want in a safe, fun and exciting promotion, which also drives choice, responsibility, recycling and citizenship among under 18s."

The latest campaign follows on from a partnership in November 2004 with the Funday Times, which saw full-page features in the children's section of the Sunday Times giving away 10 free Swapits to readers who sign up to the service on SwapitShop.

The credits enable users to buy and trade on the website without actually spending any money.

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