CAMPAIGN-I: BlueCarrots enlists internet clients for its MailWinner tool

The online shopping and community portal BlueCarrots has signed its first clients for MailWinner, the internally developed marketing tool that it hires out to other internet companies. Planetfame.

The online shopping and community portal BlueCarrots has signed its first clients for MailWinner, the internally developed marketing tool that it hires out to other internet companies. Planetfame.

com, the celebrity site, and the online loyalty scheme ipoints.co.uk are the first brands to make use of BlueCarrots' new software.

BlueCarrots is trying to reposition itself as a business-to-business portal as well as a consumer site, and launched MailWinner earlier this year.

The tool collects customer data online, and then uses that data to create viral marketing campaigns and targeted commercial e-mails. The tool can be used as either a standalone engine or a co-branded marketing channel.

Planetfame will use MailWinner to run a series of weekly competitions across its site as a co-branded initiative with BlueCarrots.

The two dotcoms have also agreed to promote each other's competitions as part of the marketing agreement.

MailWinner will also be running an online giveaway for ipoints. The online reward scheme will be giving away pounds 10,000 worth of ipoints, which the winner will be able to redeem online at affiliated retailers.

The internet reward scheme is also launching a pounds 500,000 press, tube and radio advertising campaign next month through Dynamo Marketing to promote the competition.

Aaron O'Sullivan, the managing director of ipoints, said: 'The MailWinner contract will be done on a cost-per-response basis, and we expect to have generated about 30,000 new registrations within a month.'