TO FIND THE YOUNG PROFESSIONAL, FIRST-TIME BUYERS FOR Bonneyville, a 35-acre, 249-unit row house neighborhood in Denver's Northern Range, builder Amber Homes went to a hockey game. As part of the Colorado Avalanche's 10th anniversary celebration, the builder helped the club conceive a season-long sweepstakes that culminated in Amber Homes giving away a 1,521-square-foot home in Bonneyville while helping promote the project to an arena full of potential buyers. “We needed a connection to young, hip, professional buyers and the Avs gave us that link,” says Linda Harmon, co-owner and vice president of Amber Homes.
Nearly 225,000 people entered the contest using online registration through the team's Web site, as well as at the Pepsi Center arena and on postcards at Amber Homes' communities. Other prizes were awarded during the season, but the big one—worth nearly $200,000 with a bevy of upgrades—went to a cocktail waitress and self-proclaimed “huge” Avs fan. “It got us more exposure than we thought,” says Harmon of the promotion. “From a brand point of view, it was a big boost in awareness.”
The club managed most of the promotion and provided a link to Amber Homes' Web site on its online sweepstakes page, while the builder did its share with a weekly radio program featuring Avs players and offering a pair of tickets to Amber Homes' suite at the arena. “We're always trying to come up with things that cut through the clutter,” says Harmon. “Joint promotional efforts like this are the key to competing against limitless ad dollars and stretching our budget.”
CAMPAIGN DETAILS Program: House giveaway; Builder: Amber Homes, Aurora, Colo.; Cost: $200,000 (approximately; the price of the home with upgrades)
Learn more about markets featured in this article: Denver, CO.