play an online game of "find the egg" on a microsite detailing APS Group's IT technology, while using the egg timer to measure how long it took them. They were then invited to enter a prize draw to win a digital camera. APS Group business services director Ann McLaughlin says that response rates were much higher than industry averages. "There were 65 unique visitors to the microsite, despite the target pool of 50, meaning recipients were sharing the promotion with colleagues." The promotion also directly contributed to a new business win. "An existing client was impressed with the creative element of the campaign, and we've successfully introduced new creative design services to them -- with a first project worth 10,000." Digital channels In addition to pushing customers online with offline merchandise, measuring response to a promotion can be made significantly easier with new-breed digital giveaways. These involve people claiming something digitally, such as a free music download, usually in exchange for data that can be ploughed into a customer relationship management system. James Kilmartin, director of Upfront, says that digital promotions have added benefits rather than just the ease of collecting metrics. "Brands are desperate to develop continuing engagement with consumers, and it is far easier to do that over a digital platform than via any other," he says. This desire to develop engagement is also influencing the quality of content being given away. "Some of it is really good content because brands are keen for people to engage with