Tis the season for Hallmark holiday movies.
And while the countdown to Christmas is on, you might have heard about a contest that seems like a movie-lover's dream: Earn $1,000 to watch Hallmark Christmas movies.
“It is nearly a scam. A scam is technically illegal. This is not illegal but as a practical matter it walks right up to the edge of that line,” he said. “Neither Hallmark or CenturyLink are affiliated with this. The casual reader, reading it would think they are. Deceptive but not legally deceptive.”
George John is a marketing professor at the University of Minnesota's Carlson School of Management. He said the sweepstakes, which has gone viral, is misleading. For example, the top left page of the application says "Internet Service Partners: Authorized Century Link Sales Agent."
The first line says in part, “This sweepstakes is in no way sponsored, endorsed or administered by .. Century Link.”
If you keep reading, another line says, "This promotion is not sponsored by Hallmark."
Most obvious, the top left page of the application says, "Internet Service Partners: Authorized Century Link Sales Agent."
Applicants are asked to give up their social media account information, live stream their experience if they win and answer some essay questions about Christmas movies. John said this is an easy way for companies to obtain data by tapping into a built-in audience.
“Every company wants your information. That is the most valuable commodity,” he said. “What does google want? Your information. Why does every company prefer that you use an app and not the browser? For your information. They know where you are. What you are watching. What your likes are. What your dislikes are. That allows me to monetize any product I have. That is the holy grail of all marketing.”
Why this and why now?
“This highlights the fact that it is Christmas. This is an unrecognized part of our culture now, binge watching movies,” he said.