Church’s Chicken is out with a new instant-win sweepstakes tied into the MGM movie Beauty Shop, which offers a grand-prize trip to Hollywood to receive a makeover and attend a movie premiere.
Consumers who visit participating Church’s Chicken restaurants and purchase a 32-ounce soft drink will receive a peel and win game piece on their cup. Each game piece is a winner and will reveal a winning prize or a food offer.
The Beauty Shop sweepstakes features 600,000 prizes in all. One grand-prize winner will receive a three-night trip to Hollywood to attend an upcoming movie premiere, hotel accommodations, a day at the spa, $1,000 spending money to buy a new outfit for the premiere and $500 for meals and entertainment.
The effort marks the first multi-level campaign for Church’s Chicken, said David Botsford, president of The Botsford Group, the agency that developed the promotion. The promotion is available in more than 1,000 Church’s Chicken restaurants in 26 states.
Beauty Shop, starring Queen Latifah, is about an Atlanta beauty salon full of outrageous hair stylists and colorful clientele. The movie premiered nationwide on March 30.
Beyond the sweepstakes, Church’s Chicken has a deeper connection to the feature film. The QSR is featured in the movie via product placement and a voice mention, Botsford said.
The sweepstakes runs through May 21. Internet and in-store material and TV spots support.
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