Circuit City Gets the Big Picture Via Sweeps

Circuit City is beefing up its shopper database this month via a daily
drawing for a home theater system

Thanks to Circuit City, in 24 homes this year, the Thanksgiving Day football games will be a really big show: the electronics retailer is giving away a big screen home theater package each day through Nov. 28 under its 24 Days 24 Plasmas sweepstakes.

Starting this past Sunday, Circuit City is inviting customers to visit its Web site CircuitCity.com/plasmas24 or stores to retrieve codes that can be entered, one per day, for chances on a grand prize package. Each daily grand-prize winner wins a home theater system worth $4,500, including a Panasonic 50" plasma TV, home audio system, wall mounting and installation. Code entrants may also be eligible for instant-win prizes: Circuit City merchandise cards valued from $5 to $500.

Already the proprietor of a deeply merchandised Web store, the multichannel retailer is building its database for future marketing via the sweepstakes, since each entrant must supply a valid email address to qualify. While that email address can be used each day during the sweeps period, but only once per day, Circuit City is also reducing the likelihood of any "gaming" of the online entry process by automated programs that generate multiple entries.

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