iWon.com Plans $40 Million Ad Campaign

Just acquired by CBS, sweepstakes and portal site iWon.com plans a $40 million-plus advertising campaign running from Oct. 11 through April 17, 2000.

The campaign is to be comprised of television commercials and radio spots, all of which feature the tagline “why wouldn’t you?” The advertisements will air on network television, as well as spot radio in 34 markets.

Berlin Cameron & Partners of New York developed the campaign.

iWon.com said it has partnered with DoubleClick to represent the company in its sponsorship and advertising relationships.

iWon.com said it will give away to its users $10,000 every day, $1 million every month and $10 million on Tax Day (April 17, 2000). In exchange for a majority ownership in iWon Inc., CBS will provide approximately $70 million in advertising, promotion and other considerations to iWon.com.

CBS Chief Executive Officer Mel Karmazin and CBS Chief Financial Officer Fred Reynolds will serve on iWon.com’s board of directors. Neil Austrian, president and chief operating officer of the National Football League, will serve as iWon.com’s chairman, and will continue in his role with the NFL.

Bill Daugherty and Jonas Steinman, the Founders and co-CEOs of iWon.com, will also serve on the board of directors. Chase Capital Partners, an affiliate of Chase Manhattan Bank, has also committed to invest in iWon Inc.

iWon.com has entered into strategic partnerships with Internet companies, including CBS News, MarketWatch.com, SportsLine.com, Inktomi, Weather.com, Travelocity.com, Mail.com and others.