Disney Pushes ‘National Treasure’ Film with Online Games
Walt Disney Pictures is out with an interactive promotion and sweepstakes tied to the upcoming release of “National Treasure: Book of Secrets.”
The online contest sends people to virtual worlds for a chance to win a Mercedes Benz and other prizes.
People can vie for the treasure by visiting five cities ad playing a series of online games at http://www.NationalTreasure.com during the 10-week promotion. Every two weeks, the site will feature a “location of the week” offering players new gaming experiences.
To earn a shot at the treasure, visitors must play one of two interactive games—either a puzzle for casual gamers or an action and adventure game for hardcore players—tied to a specific city. Each time a game is played, people are entered into a sweepstakes for a chance to win one of 10 treasures. The prize includes coins and artifacts valued at $50,000 provided by Odyssey Marine Exploration.
Players will also be entered to win the grand prize: a 2008 Mercedes Benz filled with $50,000 in treasure. The winners will be announced on ‘Entertainment Tonight” leading up to the movie’s opening on Dec. 21.
Beyond the prizing element, the Mercedes-Benz C-Class gets a starring role in the film via product placement. The vehicle is featured in a chase scene through the streets of London, Disney said.
The sweepstakes runs through Dec. 19.
“National Treasure: Book of Secrets,” a sequel to the successful 2004 film, follows Ben Gates on his latest treasure-hunting quest. In the new movie, Gates tries to learn the truth behind the assassination of Abraham Lincoln by uncovering the mystery in 18 pages that went missing from assassin John Wilkes Booth’s diary.
Disney is using online marketing to help promote the sweepstakes and interactive site. The studio this week took over the homepages MySpace.com and YouTube.com, adding a movie-themed skin to the sites. On Friday, a similar takeover is planned on Disney.com, a spokesperson said.
Print ads in USA Today and PR also support the promotion.
