By: E&P Staff Quick, the youth oriented tab from The Dallas Morning News, recently ran a campaign using a car as bait and cell phones as hooks.
The promotion, which drew 5,541 entries, encouraged Quick readers to text message the word "Cobalt" to a designated number for the chance of winning a 2005 Chevy Cobalt. Sixty-four percent of participants chose to enter the contest through text messaging. Another 1,943 people entered through the Quick Web site and 30 readers chose to fill out a paper registration.
Quick promoted the contest through a series of bus ads, radio spots, and street teams dressed in Chevy apparel. In addition, a wraparound ad covered the entire March 2 issue.
On March 7, the free paper awarded the prize to 28-year-old Daryl Miller.
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