LV= in Christmas viral promo

by Sarah Crawley-Boevey, Brand Republic 08-Dec-08, 10:20

LONDON - LV=, the insurance, pensions and investment group, is launching a festive promo with a viral game and a digital newsletter created by Inbox Digital.

Reindeer Racer is being emailed to 500,000 LV= customers with an accompanying newsletter offering hints and tips on how to deal with the credit crunch over the Christmas period.

The viral will challenge players to manoeuvre Santa and his sledge as quickly as they can around an LV= branded track, while avoiding hazards and seasonal obstacles.

The game will include links to lv.com, offer product information and insurance quotes, as well as giving players the chance to enter a prize draw to win Wii consoles or high street vouchers.

By encouraging users to beat their score and get on the public scoreboard, LV= is banking on players passing the game on to friends.

Joanna Lidgey, e-commerce executive at LV=, said the viral was an "added bonus" to the newsletter which in turn would reinforce its aim of helping "members and customers to look after what they love in life".

She added: "With this email newsletter we're reinforcing that aim with our members, whilst also giving them value-added information that's relevant and interesting, all tied up in a Christmas greeting format."