Foot Locker Launches 'Cash for Kicks' Campaign on Outdoor, Outernet & Internet

Targeting key locations to reach the masses with CBS Outdoor billboards can have a positive impact for retailers

Jan 06, 2010, 16:00 ET from CBS Outdoor

NEW YORK, Jan. 6 /PRNewswire/ -- Foot Locker recently launched their "Cash for Kicks" Sweepstakes on multiple CBS Outdoor formats nationwide, as well as on several CBS Internet sites. Foot Locker utilized many different elements under the CBS Outdoor umbrella, including traditional billboard ads and rail media, and ads on the screens in more than 4,000 GameStop TV locations. Additionally, txt2go, CBS Outdoor's mobile platform, fueled the sweepstakes component. The integrated campaign provided general awareness as well as a targeted engagement with Foot Locker's primary audience.

The txt2go mobile advertising element, which was included on all components of the campaign, enticed consumers to text the word "KICKS" to receive a free sweepstakes entry code. Codes could be validated at Foot Locker stores - thus driving traffic into retail locations. The sweepstakes awarded hundreds of prizes, including a top prize of $10,000. Foot Locker also sent entrants a mobile coupon and provided an option to receive future promotions via text message.

According to David Lane, vice president of CBS Outdoor Digital Media, "Foot Locker was looking for a complete turnkey text messaging platform. txt2go managed all of the mobile elements of this campaign including registration and bonding of the sweepstakes, training of in-store personnel, winner verification and prize distribution. Our clients benefit from txt2go's real-time performance data which allows them to modify their marketing strategy during the campaign, and to adjust future campaigns to reach their target audience more effectively."

About CBS Outdoor

CBS Outdoor, a division of CBS Corporation (NYSE: CBS.A and CBS), is one of the largest out-of-home media companies in the Americas (United States, Canada, Mexico and South America), and has a major presence across Europe in the United Kingdom, Ireland, France, Italy, the Netherlands, Spain and China. With both traditional outdoor and transit properties, this division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets. For more information, visit

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