1. euromeetingnews
June 2008
25in for future interactive games
NEW DEAL IN NEWSPAPER PROMOTIONS
Memostick, the original tool
years
media
games
How to create loyalty
through interaction
Euromeeting Italiana in close part-
nership with Europrint Group in the
U.K. has been providing media promo-
Sandro Provera Giuseppe Pasqui John Whalley Gianluca Bovoli
tional games for 25 years. The initial Ferag - WRH Group Pasqui Europrint - IGI Group EuroMeeting International Group
concept was Newspaper Bingo where
bingo cards were distributed to the pu-
blic and then played against numbers Someone has already defined them as “the four muskete- but also the possibility to play via internet with a sort of vir-
published in the newspaper. Over the ers of the world publishing market” and probably the basis of tual slot-machine.
years hundreds of newspapers and other their recent entrepreneurial agreement was supported by the
publications throughout the world have old refrain “one for all and all for one”. The accomplishment of a promotional initiative that will have
had fabulous promotional success with as protagonist a newspaper, will follow this diagram: Ferag
many kinds of circulation building ga- The idea of transforming the self-sticking leaflet memo-stick and Pasqui will follow the printing and the application of the
mes such as the Stock Exchange based from innovative advertising tool already widely used by some self-sticking memoscratch (with different game grids in it) on
Portfolio promotional game. Currently, newspapers, into an original promotional tool for a wide ran- each copy of the newspaper; Europrint and Euromeeting will
over 1 billion promotional game cards ge of interactive games -that can involve even the web-, has organize the lay-down and the managing of the game, which
have been sold by Euromeeting. perfectly integrated the mission of four leading worldwide includes the monitoring of the numbers to be checked by the
companies, each one in its area of competence: Ferag, of the readers, the innovative phase of the interactive game via in-
Swiss group WRH (Walter Reist Holding) specializes in the ternet, the acquisition of the prizes and the advertising of the
creation and supply of exclusive machinery used for any tech- initiative, together with the adv. agency and the marketing
nical automated intervention after printing; Pasqui, one of dept. of the newspaper.
the most important printers in Europe is also able to manage
the delicate procedure of coupling and of gumming for diffe-
rent types of materials in paper and plastic, in order to obtain
Inside
high quality standard products; Europrint Group, partner of
Euromeeting for 25 years, invents innovative promotional sy-
Today, in the media convergence era, stems by creating interactive games and links sophisticated
our unique coded game cards can direct
readers to the web and then back to the
mathematical systems to offset technologies, and incorpora-
tes new internet developments; Euromeeting Group, interna- the numbers
to play and win
printed newspaper establishing closer tional agency of promotions, marketing and integrated com-
relationships, higher interaction and a munication, specializes in interactive promotional games and
new marketing intelligence which will publishing promotions.
allow publishers to develop real CRM
policies.
Our success is based on a combi-
These companies have agreed to create memoscratch: an in-
novative promotional gadget for newspapers that, thanks to
with
nation of games expertise, creativity,
sophisticated computer software and
their support, will be able to give their readers –together with
the copies distributed in newsstands- with an original and MEMOscratch
advanced mathematics, together with captivating tool to play. Memoscratch will give the readers
state of the art printing knowledge. not only the opportunity to win daily, weekly and final prizes

2. MemoStick
MemoStick
Interactive sales promotion
Interactive sales promotion
MemoStick the newspaper
in the newspaper
in
Interactive sales promotion
in the newspaper
OfferOffer your customers something and and
your customers something new new
help help them to make money. MemoStick is
them to make money. MemoStick is
individual and exclusive. Applied to the the
individual and exclusive. Applied to
newspaper, MemoStick pealspeals off easily and
newspaper, MemoStick off easily and
stays stays Offer your customersagain. MemoStick and
self-adhesive time and again.something new is interaction:
self-adhesive time and MemoStick is interaction:
a voucher help to hand in, special offer offer to orderis Phone,
to hand in, to make money. to order by Phone,
a voucher
them or a
or a special
MemoStick
by
or Internet. Success can can Applied to the
individual and exclusive. be measured immediately.
Fax, SMS SMS or Internet. Successbe measured immediately.
Fax,
To find outnewspaper, go to www.ferag.com (Newspapers/Added
To findmore, go to MemoStick peals off easily and
out more, www.ferag.com (Newspapers/Added
value/MemoStick) and www.wrh-marketing.com (News).
stays self-adhesive time and again.www.wrh-marketing.com (News).
value/MemoStick) and MemoStick is interaction:
a voucher to MemoStick. It ain thein the mind, not to the paper.
MemoStick. in, or sticks mind, notto order by Phone,
hand It sticks special offer to the paper.
Fax, SMS or Internet. Success can be measured immediately.
To find out more, go to www.ferag.com (Newspapers/Added
value/MemoStick) and www.wrh-marketing.com (News).
FeragFerag AG
AG
MemoStick. It sticks in the mind, not to the paper. Zurichstrasse 74 74
Zurichstrasse
CH-8340 Hinwil
CH-8340 Hinwil
Phone +41 44 938 60 00 00
Phone +41 44 938 60
Fax +41 44 938 60 60 60
Fax +41 44 938 60
Ferag AG
info@ferag.com
info@ferag.com
Zurichstrasse 74
www.ferag.com
www.ferag.com
CH-8340 Hinwil
Phone +41 44 938 60 00
Fax +41 44 938 60 60
info@ferag.com
www.ferag.com

3. Promotional
web games
How a regional newspaper
boosted its web page downloads
Nowadays the web is always with us,
a
in pa gne
both at work and home, not to mention wi-
Wam
despread WiFi hotspots through which you
can connect everywhere, and many publi-
shers need to become relevant online. So-
metimes web audiences already overwhelm
traditional readers in figures, thus the aim
becomes to convince web users to buy the
Ch
traditional paper too.
For these reasons Euromeeting recently
num!
developed promotional games and techni-
Mag
ques able to link the two media. An Italian
regional newspaper, Sassari based Nuova the publisher to know its readers better for
Sardegna, is a case study of best practice. the very first time. Further data-mining and
Weekly game cards available at traditional marketing analysis will bring consistent in-
kiosks may also be obtained via a web re- formation on participants behaviour, which
quest: a form registers a valid mailbox ad- will allow for better future offers and pro-
dress where our servers deliver secure pdfs motions.
of game cards. The whole back-end side of the promo-
Each participant then, including tradi- tion is managed by Euromeeting web ex-
tional readers who only obtain their card at perts and servers in a seamless integration
the kiosk, can enter an actual web game with with the customer web site. Data show that
its own prizes by just entering the unique approx 1 participant in 10 regularly use the
code from his/her card. A registration form
acquires a light profile of entrants, allowing
web side of the promotion, while single sales
circulation is equally increasing of 10%. These are your
3 play numbers
2
4
9
• Scratch off only the 3 corresponding panels on the game
card attached to the front of this magazine
• Check the symbols which appear under the scratch panels
Repubblica-L’Espresso celebrates Ferrari’s • Find three symbols the same and you’ve won
Myths and facts
• If you’ve won call +39 335 6244237 (for Italian - Spanish)
+44 7932 084986 (for English)
• Remember cards with more than 3 boxes, or the incorrect
boxes scratched off, are void
Ferrari is probably the most valued brand a collection of 20 1/43 scale die-cast models
in the world. Beloved by millions if owned of Ferraris, from the very first 1947 “Auto
by few, admired on every road, passiona- Avio Costruzioni” to the ultimate “Enzo
tely followed in their racing performances, Ferrari”. Each issue included, along with
Memo-scratch is a brand new kind of game card easily attached
Ferraris have always been the ultimate the car model, a folded poster carrying on
sportscars available for the ordinary (althou- the reverse lots of information about the to each copy of any newspaper or magazine.
gh wealthy) driver. From last year Ferraris brand, its cars, its racing history and heroes. Through Memo-scratch you can give your readers a secure,
became the ultimate wave in editorial sup- This legendary collection, which achie- attractive gadget, allowing them to play and win.
plements too. Driven by a rugged advertising ved a large success among regular readers
Day after day, week after week you’ll improve your circulation.
campaign (have a look at the TV ad spot here: as well as newcomers attracted exactly by
http://www.euromeeting.it/ita/file_html/co- the promotion, was managed thanks to Memo-scratch cards are identified by unique codes,
safacciamo/promozioni/ferrari/pubblicita/ Euromeeting Italiana, from 2007 Ferrari thus allowing for web based games extensions.
tuttapubblicita/15sec_inedicola.mpg) the Official Licensee for editorial market pro- ® MEMO-STICK patented by Ferag AG / WRH marketing © MEMO-SCRATCH EuroMeeting Group/Europrint UK/ Ferag AG
Italian newspaper La Repubblica launched motions worldwide.

4. Continuous innovation sets the trend.
Since 1983, with the first Bingo promotion issued with an Italian daily,
our projects have contributed to change the story of publishing
marketing: interactive games, inserts, free and paid-for
supplements book collections and atypical
have created triumphant success stories
that became tendencies.
Euromeeting.
25 years of innovative
and winning ideas at
the disposal of publishers.
Partner of
Euromeeting International Group
Headquarter: Italy: Spain: Argentina:
Via Tito Speri, 8 • 20154 Milano • Italia Viale dei Parioli, 25 • 00197 Roma C/ Modesto Lafuente 90 • 28003 Madrid Calle Malabia 2151 • 1425 Buenos Aires
Ph. +39.02.62.72.81 Ph. +39.06 80 82 200 Ph. +34 915 346 901 Ph. +54.11.4832.6748
info@euromeetingroup.com inforoma@euromeetingroup.com spain@euromeetingroup.com latinoamerica@euromeetingroup.com
www.euromeetingroup.com