Book Sense Mixing It Up With New BACARDI Mixers Promotion

Book Sense and The Minute Maid division of The Coca-Cola Company have teamed up to create an in-store Book Club Sweepstakes that aims to drive consumers participating in reading groups to independent bookstores with Book Sense. The national sweepstakes promotion, the BACARDI® Mixers & Book Sense Book Club Sweepstakes, will start in July and run for four months. It is expected that the promotions will drive traffic to Book Sense stores and raise awareness of the Book Sense brand.

"Consumer research shows many reading groups are organized on an ad-hoc basis and are primarily social events," stated ABA marketing officer Michael Hoynes. "This promotion is a great opportunity for independent bookstores to invite new prospects into their stores and become better acquainted with what the bookstore has to offer. Many of these consumers purchase their books at our corporate competitors, so here is a chance to win new customers and increase revenues."

According to Minute Maid consumer research, the predominant demographic for reading group participants are females between the ages of 25 - 49, the same consumer segment targeted by BACARDI Mixers. BACARDI Mixers can be used with or without alcohol.

The BACARDI Mixers sweepstakes offers customers the chance to win a year's supply of Book Sense books for the winning club (10 copies of 12 Book Sense 76 selections) and BACARDI Mixers. Additionally, for second prize, 10 customers will win a $25 Book Sense gift certificate, and, for third prize, 10 customers will win a $10 Book Sense gift certificate.

The bookstore where the winner entered the sweepstakes will receive two airline tickets to anywhere in the U.S. from Delta Airlines. Each bookstore participating in the sweepstakes will receive a BACARDI Mixers Book Club party kit, which can be used for individual store events and includes glasses, coasters, drink charms, free BACARDI Mixers and more.

The BACARDI Mixers & Book Sense Book Club Sweepstakes starts July 14 and runs until September 30. A promotional flier is included in the May white box, which is being mailed in mid-May, and a program point-of-sale entry box with tear-pad and posters will arrive shortly before the promotion commences. Booksellers will be able to view the point-of-sale entry box and materials at the Book Sense lounge during BookExpo America, held at the Los Angeles Convention Center in Los Angeles from May 28 - June 1.

BACARDI Mixers and the Atlantic Monthly are co-sponsors of the Celebration of Bookselling at BEA.

Independent bookstores with Book Sense will receive sweepstakes materials unless they opt out of the promotion. The deadline to opt out is June 6, 2003. For an opt-out form, click here.

Questions about the BACARDI Mixers & Book Sense Book Club Sweepstakes should be addressed to ABA/Book Sense Director of Marketing Jill Perlstein via e-mail at [email protected], or call (800) 637-0037, ext. 1283.