Customers within the Ford SA database received an e-mail highlighting the new FordKa and giving them the chance to win one of seven iPods.

Once the customer had registered for the competition they were offered an incentive, with an additional entry to the competition for every name and e-mail address of a friend that they submitted. The friends were subsequently sent the e-mail to register for the competition.Entrants were asked to rate the KA, allowing us to qualify them for a follow-up call inviting them to test-drive (and purchase) a FordKa. Results far exceeded expectations.

(See email at http://209.212.98.67/tracy/fordka/fordka.html)