Here’s a rather interesting promotion from California Pizza Kitchen to improve marketing. At the end of my dinner, I was given the bill and a CPK “Don’t Open It” Thank You Card. That certainly did create curiosity, yes?
It’s a coupon with an interesting twist: you bring this card with you the next time you come to CPK. You’ve already won something, from a free appetizer up to $50 dollars (or more). But you won’t know what you’ve won until your next visit.
The instructions are pretty clear: whatever you do, do not open the card or your prize is null and void! A manager has to open the card for you when you return.
You are guaranteed to get something worthwhile—and this is a critical part of arousing curiosity. Coupons are too explicit: “Here is your 20% off.” Scratch-offs and lottery tickets are most likely to reveal that you’ve won nothing. With the CPK coupon, the fine print teases you with a list of the possible prizes.
Now I’m curious: which prize have I won? This is a mystery that needs solving with another visit.