BigYellow Hunts for Break-through Promotion; Web's Top Online Shopping Directory Creates Novel Campaign
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July 23, 1997
CONTACT: NYNEX, Middleton Phil
BigYellow Hunts for Break-through Promotion; Web's Top Online
Shopping Directory Creates Novel Campaign
MIDDLETON, Mass.--Promotional contests roll like tumbleweeds through the Wild,
Wild Web in the hope of driving up user traffic. But can you answer this not-so-trivial
question: What's the only site with a contest designed to keep traffic by proving
the value of using the site? The answer is: SM.
Visitors to BigYellow (bigyellow.com)
-- and currently there are some 2 million each month -- can come to the Web's leading
shopping directory and earn a chance to win decent prizes, like round-trip plane
tickets, by participating in a contest called, "The BigYellow Storefront HuntSM."
The creative team at BigYellow has designed an easy-to-play contest where
users will go on a brief scavenger hunt to find a business listing within BigYellow.
In this first contest, users are asked to find the listing for a local restaurant.
New contests will be launched regularly and will be sponsored by different
BigYellow advertisers. The first contest is sponsored by the Internet Travel Network.
The prize is a round-trip ticket for any U.S. domestic flight on Continental Airlines.
"We're going beyond the typical traffic-driving contest by getting contestants
to discover for themselves how easy to use and valuable BigYellow is," said
Advertising Director Wayne Mitchell. "This is a novel approach to online promotions
and we expect it will benefit both our users and our advertisers."
The idea for the BigYellow Storefront Hunt stems from BigYellow's successful
"Help Dilbert Find the Missing Y" promotional contest run in conjunction
with Yahoo! earlier this year. That contest drove a substantial increase in traffic
to BigYellow while demonstrating BigYellow's value to thousands of new visitors every
With more advertisers than all other online directories combined, and 2 million
visitors and more than 11 million page views each month, BigYellow continues to lead
the online shopping industry in sales and usage. Having provided electronic directory
services for more than a decade, NYNEX launched its first online directory in 1991
and was first on the Web with a national directory in October, 1995.
In addition to its 17 million U.S. business listings, BigYellow features 100
million U.S. residential listings, a national directory of 10 million E-mail addresses,
and links to directories in 36 foreign countries. BigYellow has strategic relationships
with Infoseek, Inc., NBC, Four11, Netscape Communications Corp., and CNN Interactive,
as well as more than 30 content partners for the most popular topics on its service.
Unique in the industry, BigYellow employs a full-time Customer Services staff that
answers calls during business hours at 1-888-BIG YELLOW.
NYNEX Information Technologies is a subsidiary of NYNEX, a global communications
and media corporation that provides a full range of services in the northeastern
United States and high-growth markets around the world, including the United Kingdom,
Thailand, Gibraltar, Greece, Indonesia, the Philippines, Poland, and the Czech and
Slovak republics. The corporation is a leader in telecommunications, wireless communications,
directory publishing and video entertainment and information services. NYNEX is also
managing sponsor of FLAG -- Fiberoptic Link Around the Globe -- the world's longest
undersea fiber optic communications cable.
(Editors: copies of The BigYellow Storefront HuntSM logo, including
spy glass and other graphics, are available by anonymous ftp at http://www.tiac.net/users/byad/contest/
or by calling Phil Santoro at 508 762-1326).