Galaxy: 1 million books to be won

Printed books aren’t high on my ‘must have’ list, but I’m not the target market for Galaxy chocolate. Inside the pack I found my ‘unique indulgent code’ and the instructions to ‘simply log on to www.galaxybookclub.co.uk‘.

I was pretty surprised to be asked my age to enter this promotion. You have to be over 16 to enter – I wonder why. After this I arrived at the entry page. Despite the on-pack instructions there was no ‘log on’ requirement, but bizarrely I was asked to select a ‘prefix’ and then my promotional code. All I had was my indulgent code, so I hoped this was the same thing.  The ‘prefix’ was pretty bizarre though. The choices were “adored, beauty, candle, caress, creamy, devour, divine, dreamy, enrich, escape, galaxy, gently, glossy, hidden, kisses, linger, lovely, loving, luxury, melted, moment, myselpamper, poetry, pretty, purity, reward, ripple, ritual, savour, secret, seduce, senses, shared, silken, slowly, smooth, soften, softly, subtle, tempts, tender, unfold, unwind, unwrap, valued, velvet, virtue, wishes, wonder.” What did they mean and how was someone supposed to choose? I chose randomly and then entered my code. I didn’t win, but I was offered a second chance: all I had to do was ‘Like’ their Facebook page. I did this and was taken to the Facebook page, but there was no sign of my ‘second chance’. I clicked around and ended up on the ‘competitions’ tab where I was invited to fill in my details, including full address, email and mobile number. This entered me into the Galaxy competition to win one of 5 best selling books. Galaxy had 510,813 ‘Likes’ so I can hardly argue against what they’re doing.

It’s a great formula – associate your brand with something that your target market likes and talk about that rather than your product.