The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

The zoo has tested its current “Plush Zoo Animal” offer against two free tickets on the zoo’s safari shuttle, but the stuffed animal has won out as the premium of choice; it plans to test the zoo animal against a T-shirt in the near future. The zoo also has tested the inclusion of a four-color premium insert, which beat packages that didn’t contain it.