Loews Cineplex Entertainment, New York City, last week launched a “picture perfect” summer campaign that includes a cross-promotion with General Mills and a $1 million contest. Loews Cineplex Entertainment, New York City, last week launched a “picture perfect” summer campaign that includes a cross-promotion with General Mills and a $1 million contest.
Cut-out cards on the back panels of one million packages of Mills’ Pop Secret microwave popcorn offer free refills of popcorn or soda at all Loews’ theaters. At the movies, Loews employees will hand out eight million scratch-and-win game cards dangling more than 50,000 prizes. The cards double as entry into a sweepstakes offering the grand-prize winner a chance to train with a former film critic before answering 10 trivia questions for a $1 million prize. A $10,000 consolation prize will be awarded.
Pop Secret is also teaming with Loews for a Popcorn Derby in 10 to 15 markets this summer. Consumers compete in popcorn-bag filling contests and other games to win season theater passes and other prizes. “We hope consumers will begin to expect not just movies-but interesting promotions-when they to Loews,” says vp-marketing John McCauley.
Theater-goers also have an opportunity to win one of 15,000 Disney Tunes KidClips Radio Players before they hit retail shelves in August via giveaways at theaters in major markets. Additionally, customers who buy any concession item in August will receive a $1-off coupon good at Toys “R” Us for any KidClips product (made by Tiger Electronics).
Marinelli Communications, New York City, handles the campaign for Loews, with print and radio ads via the Ad Store, also New York City.
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