Columbia Records advertising had been an abject failure. Then in 1977 they launched what they called the "gold box" campaign. A series of T.V. commercials told the "secret of the Gold Box." Viewers were told that if they could find the gold box in their issues of Parade and TV Guide magazines, they could write in the name of any record on the Columbia list and get that record free.
The ploy was wildly successful! It drew viewers into the game. People love to play. Give them an excuse to, and find success.
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