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What I proposed to them is to use these tickets as a way of drawing traffic to the site. The World Cup is well gone now "Poor England" but what an opportunity it would have been for the site if they had set up a competition for visitors to the site to win tickets to say the England v Germany game.
From a link point of view, would it be feasable to contact a website and ask them to link to my site and in return offering their visitors the chance to win something via a link to my clients site.
I mean it's just an idea but there must be someway to use these complimentary events tickets to obtain links. I just haven't nailed down the best way to go about it.
I recal that yahoo used to have a deal for advertisers who ran competitions on their sites, They could purchase a homepage advert on yahoo for a reduced rate although there was a minimum value that the prize had to be worth for this offer.