L90 Launches Sweepstakes Product

Ad network and technology company L90, , Monday unveiled the first application of its July acquisition of direct marketer-via-sweepstakes webMillion, in its new L90|Perks consumer loyalty and rewards program.

Web publishers will license L90|Perks to drive users to their sites and collect opt-in data. L90|Perks also includes licensed technology for building and maintaining an opt-in user database.

Currently, L90|Perks only includes co-branded access to webMillion’s pick-six game for a weekly $3 million drawing, but spokespeople said L90|Perks will eventually include a variety of sweepstakes, promotions and games.

Entertainment site and music exchange Scour is the first Web site to incorporate L90|Perks and access to webMillion’s sweepstakes into its site, the companies said.

L90 is also pushing the system as a tool for remarketing, offering registered users new targeted games or promotions, ideally giving them an incentive to return to the publisher’s site repeatedly.

“Internet users intrinsically look for good value and quality experiences,” said webMillion chief executive officer Tony Hauser. “L90|Perks is an extremely powerful marketing tool that will quickly attract users’ attention and increase customer retention rates for Web publishers.”

The product differs from services offered in conjunction with ePrize, with which L90 partnered in June, in that ePrize specializes in promotions through email and banner ads, rather than on-site promotions.

L90’s new offering also beefs up its product lineup by offering a product similar to that of industry heavyweight DoubleClick, which in May acquired flashbase.com as DoubleClick Sweepstakes, and which recently announced a series of high-profile promotions with major e-tailers.