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"Intelligent Risk Taking"
by Mark Barry
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Case Studies

Iwin.com $31,000,000 eXtreme Lotto
Any consumer has the chance to win $31,000,000 everyday of the year with Iwin's extreme Lotto game.

"Universal Million Dollar Movie Game" Sweepstakes
Consumers entered the contest by looking for a sweepstakes code number that appeared in the promotional advertisement at the beginning of selected Universal Studios rental videos. The consumer then logged onto www.movieprize.com and entered their demographic data and sweepstakes code for a chance to win. Entrants could also request an entry code and form by mail. Secondary prizes were awarded to randomly selected entrants and only one code was worth $1 million dollars.

Dunlop/Slazenger "Play the Maxfli Revolution"
Over Redemption - Any consumer who purchases a dozen baox of either the Maxfli Revolutions or Maxfli Revolution solid Core golf ball during the promotion period, can send the Insured a receipt, a minimum of six (6) unused golf ball and a statement in writing as to why the golf ball did not meet their expectations in comparison to the Titleist Pro V1 golf ball, will get their money back.

Commonwealth Financial Network
Financial professionals are given the opportunity to predict the closing value of the Dow, NASDAQ and S&P 500. If someone is able to guess all three (not including the decimal places), he/she wins $1,000,000.

Frito Lay Super Bowl Promotion
Consumers receive game pieces inside bags of chips. Each game piece is printed with a play that might happen during the Super Bowl (interception return for a touchdown). If the play happened during the game, consumers could send in their game pieces to claim their prizes. Prizes ranged from Frito Lay products to Super Bowl merchandise to $100 Visa gift cards. While no single prize was insured, we insured Frito Lay against too many consumers claiming prizes.

Winston No Bull 5
Winston Cup Drivers and consumers both have the opportunity to claim $1,000,000 during the five (5) Winston Cup No Bull Races. If one of the drivers that finishes in the Top five (5) in the previous No Bull Race goes on to win the next No Bull Race, then the driver and a randomly selected consumer will each claim $1,000,000.

Taco Bell Tomb Raider Scratch & Win Game
Consumers at Taco Bell Outlets throughout Canada have the opportunity to win various different prizes by scratching the correct combination of spots on their game card.

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