Promotions can be used in business to incentivise and motivate employees. Wickes used gift cards to help staff improve their own homes. The card enables an employer to position themselves as considerate and aware of an employees life outside of work. The card also contributes to a reward system when average pay increases were supressed following the recession. Budweisers dream goal competition involved amateur footballers submitting videos of their dream goals, with a view to winning a major prize. The promotion worked in collaboration with Sky Sports and associated football pundits, plus TalkSport, LADbible, SPORTbible, Buzzfeed and Grass Root Goals. The promotion featured an on-pack scan to win mechanism, which via the Bud app offered the kit needed to video peoples efforts. Consumers had to download the app, purchase a pack and scan the on-pack code to reveal their prizes. Meerkat Movies, a promotion offered by Comparethemarket.com, offered cinema tickets on a two for one basis, valid every Tuesday or Wednesday for a year. Developed in partnership with Cinema First, whose primary role is to persuade people to go to the cinema, Comparethemarket.com saw the opportunity to reward their existing customers and attract new ones. The deal applied to existing customers and people who subsequently bought a product through Comparethemarket.com. Source: Fill, C. and Turnbull, S. (2016) Marketing Communications: discovery, creation and conversations. Seventh edition. Pearson Education Limited 2016, p. 506. Discussion questions: 1. Why are many promotions developed and implemented by several stakeholders?