ECKERD HOSTS 'CLICK OR TREAT' FOR PHOTOS

STEPHANIE LOUGHRAN

LARGO, Fla. -- Eckerd Drug here is running a Halloween-themed, "brick-click-brick" promotion called "Click or Treat" to drive photo traffic into Eckerd stores.

The "Click or Treat" sweepstakes uses cross-merchandising with Eckerd's proprietor, Plano, Texas-based JCPenney Co., Eastman Kodak, Rochester, N.Y., and Wm. Wrigley Jr. Co., Chicago.

Eckerd's consumer relations manager, Patrick Slevin, said, "Eckerd's wants to drive consumer awareness through the services we offer and through our partners."

To participate, consumers bring their 35-mm Advanced Photo System film into an Eckerd store for processing and request their photos be installed on-line through Kodak PhotoNet or America Online's You've Got Pictures. By downloading the photos, customers receive chances to win a variety of prizes. Some program incentives include a free JCPenney 8x10 portrait, a free Kodak picture enlargement redeemable at an Eckerd store, and a chance to win the grand prize of a family vacation at Walt Disney World, Orlando, Fla. Eckerd's Web site, www.eckerd.com allows customers to jump to www.myclickortreat.com, where they can enter the contest.

Click or Treat entries will add up every time the original customer forwards a special Halloween-themed picture to their family and friends' e-mail accounts. Participants will receive a virtual "treat" in the form of 20 Wrigley gum coupons through e-mail for the first 10 people who look at the festive photograph.

Huntingdon Valley, Pa.-based SAI Marketing created this Eckerd-specific program to "combine retailers with e-commerce, and then send consumers back to the retailers," said Allen Liss, president. Similar promotions are expected to be unveiled at supermarket chains, said Liss.

Advertisements in store circulars, Wrigley gum displays and signage at all Eckerd photo-finishing departments will be used throughout the promotional run. Bill Gauch, the consumer imaging director at Eastman Kodak said the relationship between brick-and-mortar stores and the Internet is vital. "It's a matter of fact -- the brick-and-mortar side of the business must be finding ways to link the Internet to consummate sales."

The sweepstakes will conclude Nov. 15 and winners will be announced until Nov. 30, according to SAI.