GE Financial has borne the fruit of a 10-week Retirement Sweepstakes – and is set to give it away to its marketing partners. The company yielded 12,333 qualified leads for individuals interested in being contacted by a broker.

"We have already benefited from some of the leads. A number of them have been converted to sales and others that are currently being worked on look like they may result in new business," said Paul Field, group vice president of annuity products at SunTrust Bank, in a statement.

GE sponsored the sweepstakes on its Web site and had television ads on CNN as well as print ads in Money and Fortune magazines, and Internet banner advertising. More than 450,000 people entered the sweepstakes.

The new campaign was intended to put forth a new image for GE to help promote Retirement Answer, a variable annuity launched earlier this year that is marketed as an individually funded defined benefit plan.

"We wanted a media campaign that was edgy and out there – something that reflected the nature of our new offerings," said Pam Schutz, president and CEO of GE Life & Annuity, in a statement.

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