Netting a wider audience Being the pioneer in using the power of the net for marketing, McDowell’s had introduced two interesting net initiatives online to rope in consumers. The Signature Sign Online was a unique offline-online promotion that used a contest to gauge the behaviour of Signature buyers. A scratch card in Signature canisters invited consumers to log on, fill in a questionnaire and enter a simple contest. The response was overwhelming. Blue Riband Gin used the popularity of cricket to draw audiences to its contest and optimise exposure. The Blue Riband Game Zone was aimed to promote Gin as a man’s drink through four cricket centric flash games. The Games Zone was started during the India-Zimbabwe series and continued during the Sri Lanka series on Cricinfo.com.