A Snapshot of the Past
The Savoy camera made Mercury shoppers feel like winners
Feature Article from Hemmings Motor News
May, 2012 - Words and Photography by Mattnew Litwin
Pop quiz: What's the fastest means to get foot traffic into a dealership? A mass mailing claiming that the countless recipients won some sort of prize (no purchase necessary); from the mundane straight up to a chance to win a new car. Just last year, dozens of Bennington, Vermont, residents were subjected to such hopes and dreams, most of whom received $5 gift cards--courtesy of a local dealership--to a mega-chain store; on the way out the door, the less-than-excited salesman told us not to spend it all at once. This tactical approach to potentially increasing one's sales figures is hardly new to the industry.
Exactly 52 years ago, the Lincoln-Mercury Division of Ford Motor Company--more specifically, Mercury-Comet--sent out thousands of letters to their client list, all of whom were considered prospective repeat buyers, proclaiming that they were lucky winners. In a fit of creative thinking, it was called Prize-O-Rama, and each envelope hid a numbered prize certificate within. A letter would accompany the certificate stating, "First prize is a beautiful 1961 Mercury. Second prize is a fully equipped 1961 Comet. In addition, thousands of other valuable prizes have been awarded, including cameras, television sets, stereo Hi-Fi consoles and portable typewriters. These and all other exciting prizes are listed in the attached prize folder." There was just one catch: The winning certificates could only be "validated" at your local Mercury dealership. And while you were there, "We hope you take a minute to inspect the 1961 Mercury and Comet."
Not unexpectedly, seventh-place winners far exceeded others and, of course, were given the most cost-effective gifts, including this Savoy box camera. Shipped to winners from the Mercury-Comet Gift Headquarters in Detroit, Michigan, the Savoy, and later Savoy Mark IIs--with their space-themed faceplates--were products of the Imperial Camera Corporation of Chicago, Illinois. This was a 1961 name change from Herbert George Camera Company, makers of the Imperial camera. Made from solid Bakelite and plastic, they were simplistic in that there were no adjustments available to the user; it was yesterday's version of point and shoot, with a standard roll of 620 film that provided just a dozen 2.50-inch square exposures. More notable was the fact that Imperial was one of the first camera companies to employ eye-catching colors other than black: they were available in beige, gray, light blue and this mint green example, as well. A simple flash attachment was available.
Although Imperial ceased production in 1965, their products are still affordably available if you are looking in the right spot. For owners of the 1961 Mercury and Comet models, finding a pristine example to complement your car's interior appearance at the next car show could be an interesting swap meet scavenger hunt.
This article originally appeared in the May, 2012 issue of Hemmings Motor News.
Exactly 52 years ago, the Lincoln-Mercury Division of Ford Motor Company--more specifically, Mercury-Comet--sent out thousands of letters to their client list, all of whom were considered prospective repeat buyers, proclaiming that they were lucky winners. In a fit of creative thinking, it was called Prize-O-Rama, and each envelope hid a numbered prize certificate within. A letter would accompany the certificate stating, "First prize is a beautiful 1961 Mercury. Second prize is a fully equipped 1961 Comet. In addition, thousands of other valuable prizes have been awarded, including cameras, television sets, stereo Hi-Fi consoles and portable typewriters. These and all other exciting prizes are listed in the attached prize folder." There was just one catch: The winning certificates could only be "validated" at your local Mercury dealership. And while you were there, "We hope you take a minute to inspect the 1961 Mercury and Comet."
Not unexpectedly, seventh-place winners far exceeded others and, of course, were given the most cost-effective gifts, including this Savoy box camera. Shipped to winners from the Mercury-Comet Gift Headquarters in Detroit, Michigan, the Savoy, and later Savoy Mark IIs--with their space-themed faceplates--were products of the Imperial Camera Corporation of Chicago, Illinois. This was a 1961 name change from Herbert George Camera Company, makers of the Imperial camera. Made from solid Bakelite and plastic, they were simplistic in that there were no adjustments available to the user; it was yesterday's version of point and shoot, with a standard roll of 620 film that provided just a dozen 2.50-inch square exposures. More notable was the fact that Imperial was one of the first camera companies to employ eye-catching colors other than black: they were available in beige, gray, light blue and this mint green example, as well. A simple flash attachment was available.
Although Imperial ceased production in 1965, their products are still affordably available if you are looking in the right spot. For owners of the 1961 Mercury and Comet models, finding a pristine example to complement your car's interior appearance at the next car show could be an interesting swap meet scavenger hunt.
This article originally appeared in the May, 2012 issue of Hemmings Motor News.
