SanDisk highlights links to motorsport

by James Quilter Promotions & Incentives 01-May-08, 14:40

LONDON - The world's largest flash memory manufacturer, SanDisk, is launching its 2008 promotional campaign to highlight the brand's sponsorship of the Ducati Moto GP team.

The campaign, which was created by SMP, encompasses both a consumer promotion and a staff incentive scheme. It launches in-store and in-press advertising across Europe, the Middle East and Africa this month.

SanDisk produces data storage cards for products such as cameras and mobile phones.

Consumers will be offered the chance to win a Ducati 1098 superbike similar to those used in races. Runner-up prizes include Ducati-branded jackets and watches. No purchase is necessary.

The aim of the campaign is to drive consumers to the SanDisk website, where they can find out more about its products, and to incentivise retailers to give higher prominence to its point of sale.

The promotion will be supported by significant point of sale in SanDisk stockists. Material includes freestanding units, window stickers and counter units.

The company is also launching a points-based loyalty scheme to incentivise retail staff to learn more about the products and encourage consumers to trade up.

It will be themed around the Ducati sponsorship and will include rewards such as baseball caps, sunglasses and jackets.