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The Challenge To support the introduction of their new proprietary espresso system, iperEspresso, illy cafee North America engaged Marden-Kane to implement the illy "Taste of New York Experience" Sweepstakes. The challenge was finding the appropriate mix of tactics to meet the multiple objectives that illy wanted to achieve with the promotion. Their objectives included building awareness of the new system and related launch events, coupled with engaging and exciting consumers about iperEspresso and illy. The Solution Marden-Kane designed and developed a sweepstakes microsite which reinforced the overall attributes of the illy brand, and the iperEspresso system creative campaign in particular. The site was built to educate registrants on iperEspresso and allow people to opt-in for further communications. Weekly brand-related questions were incorporated into the registration process to measure what users were learning about iperEspresso while on the microsite. An SMS (text-based) method of entry was also provided that allowed illy to communicate with consumers about the launch events and how to purchase the iperEspresso system. The Results The text based method of entry allowed illy to communicate launch event specifics. Over 93% of entrants read the product information and answered the questions specific to iperEspresso correctly. During the eight week promotion, as the trivia questions were changed out weekly, almost half of the entrants came back twice, over a third returned at least three times and one-fourth returned for at least four weeks to engage with the brand. Approximately 20% of registrants opted-in to receive future communication about purchasing an iperEspresso.