PDV relaunches games sites as Fair Exchange

Edited by the Marketingservicestalk editorial team Sep 5, 2007

PDV, the UK's second largest supplier of online data rental services, has rebranded its free-to-play websites, including Daily Draw, Fruitillion and Chooseaprize, under the Fair Exchange name.

The Fair Exchange consumer entertainment portal promises consumers; "Do stuff; Get stuff", because PDV rewards site visitors for their online activity by offering free entry to various prize games and competitions - including six free chances to win more than GBP1million every day.

PDV is still the only European free-to-play draw to have ever paid out a GBP1 million prize.

The portal, fair-exchange.com, includes a new feature: unlimited daily plays to win GBP1million using its FairPoints loyalty programme.

Previously, visitors to The Daily Draw website, for example, who were incentivised to click onto a client banner, might not be aware that PDV owns other similar sites.

The rebrand changes this by linking all PDV sites under the Fair Exchange banner, to raise brand awareness and boost customer acquisition by strengthening the reward message.

"The Fair Exchange rebranding will put the customer at the core of all our content offerings and reinforce the message that they will be rewarded for agreeing to receive specific marketing information," said Derick Hill, MD of PDV.

"The new brand fits our needs perfectly since we do exactly what the Fair Exchange name says we do".

The relaunch has been timed to allow new entertainment-driven sites and extended real-time data services - accelerated by PDV's recent acquisition of NDL Realtime - to be launched under the new brand.

Marketing Director Bryn Morgan said: "This is an evolutionary revolution for us - we've taken our historic brands and brought them up to date.

"We need to offer our players a wider choice of entertainment options and Fair Exchange provides the platform to do this.

"One of the joys of operating in real-time media is the ability to launch and test new ideas quickly - at very low cost.

"This means that if we find our consumers don't respond well to something, we can recover quickly and try variations, until we discover what they really like".

PDV's client-facing, opt-in lead generation, data rental, data collection, on-screen advertising and real-time online services will continue to be marketed under the PDV brand.