Master Spas Hit the marketing goldmine in early December when television star Steve Harvey gave away five of the company's Michael Phelps Legend Series hot tubs on his syndicated daytime talk show.

Each day during the giveaway, Harvey gave one audience member a chance to play a game called Harvey's Hundreds, a game of memory in which guests can win cash prizes. Participants did not know they were playing for a hot tub, leading to some incredible reactions from elated audience members. Master Spas, however, was the real winner, as the promotion helped generate a mountain of leads.

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The weeklong promotion increased leads by more than 300 percent, and each day resulted in a 200 percent increase in product interest, as measured by website traffic.

On the first day of the promotion, Michael Phelps himself made a remote appearance to congratulate the winner and point out some of the key features of his signature hot tubs. During the rest of the week product promoter Doctor Gadget gave out the hot tubs and outlined the benefits they provide.

"Master Spas has always been committed to investing in marketing and advertising that drives consumer engagement and delivers leads to our dealers," says Kevin Richards, vice president of sales and marketing for the Fort Wayne, Ind., manufacturer, "and this promotion is delivering on that commitment in a big way."