The three shops promoted in the email are Tesco's Entertainment Shop, the Electrical Shop, which sells top-brand electrical goods, and the Wine Shop, with more than 800 wines and champagnes.
The campaign has been devised by Profero and includes a competition to "win 拢1,000 of whatever you wish for". New and existing users are encouraged to browse the three shops in order to put together a 拢1,000 wish list of whatever they want, and one customer will win exactly what they wish for.
The viral element means that users who send the competition to friends will have more chance of winning the draw. It is the first viral campaign Profero has created for .
The campaign is being supported by banners and buttons, which are running on the Tesco home page and Tesco Personal Finance as well as AOL, Channel 4, i-Village, Lastminute and Trade Doubler. An email campaign has also been launched using Themutual.net.
Erica Power, online advertising manager at Tesco, said: "We are very excited by the new opportunities presented to us by this innovative form of advertising. We sell more than 800 wines, 1,800 electrical products, and every CD, DVD and video on UK release on Tesco.com. This campaign gives us a fun way to tell people about our great range and low prices."
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