Hostess 100-Calorie Packs Pushes ‘Mamma Mia’
Hostess is partnering with Universal Pictures to promote the July 18 release of “Mamma Mia” with an on-pack game offering the chance to a VIP trip to Las Vegas.
Specially marked family-sized packages of Hostess 100 Calorie Pack Cup Cakes, Muffins and Coffee Cakes feature a game code. Visitors to www.hostesscakes.com register the code to find out if they are an instant winner.
Millions of packages will carry the promotion, which runs through Aug. 31, the company said.
One grand-prize winner will win a trip to Las Vegas for six, complete with travel and accommodations, spa packages, backstage passes to the Las Vegas stage version of the musical. The winner will also receive $1,000 spending money. Another 10,000 first-prize recipients get “Movie Money Tickets,” of which Hostess will award more 200 winners a day.
Hostess is also offering two free music downloads from the “Mamma Mia” soundtrack to customers who buy two Hostess 100 Calorie Pack Cup Cakes, Muffins or Coffee Cakes. To redeem the offer, people follow the Universal Music Group on the Hostess Web site.
P-O-P, in-store displays, as well as an FSI support the campaign. NMA Entertainment worked with Hostess on the promotion’s concept and execution.
“Mamma Mia” follows the well-known musical about 18-year-old Sophie Sheridan who is getting married, but doesn’t know her father. The only way to find out is to invite the three prospects to her wedding.
