Bluefly.com Taps 'Naked' Ad for Holiday Game

Online retailer Bluefly.com this week launches an instant-win game tied to its controversial ad campaign.

The You'll Never Go Naked Again game will award one $1,000 shopping spree each day through yearend. Sweeps entrants also earn discounts on the shopping site, which sells designer clothes at discount prices. ePrize, Pleasant Ridge, MI, handles.

The game builds on TV and print ads that broke in September, themed "That's Why I Bluefly." The $3 million campaign—Bluefly's first ads in five years—tackles the question "Why do women shop?" A TV spot shows a naked woman perusing her crowded closet, then hosting a dinner party in the buff. Some media outlets declined to run the ads, and Bluefly offered a tamer version. The original TV spot and print ad will run online to support the game. McCaffery Gottlieb & Lane, New York, handles advertising for New York-based Bluefly.com.

Instant winners get a $1,000 shopping spree—and a glimpse at Bluefly's ads