Take 7: Regal Entertainment Red Carpet Sweeps Finds Loyalists
Regal Entertainment Group has found success in replaying an annual sweepstakes that offers its loyalty members a trip to the Oscars. Each year, the promotion also entices new members to join helping the company to grow its membership to 6.7 million, the largest loyalty program in the industry.
“It continues to be a great success so we run it every year,” Misty Cunningham, vice president of corporate marketing, said.
For the seventh year in a row, Regal Crown Club members are automatically entered to win the trip by swiping their club cards when purchasing tickets to any Oscar nominated films at any of Regal’s theaters. Or they can enter online at http://www.regmovies.com.
Through a partnership with the Academy of Motion Picture Arts and Sciences, the prize for two pairs of moviegoers includes an invitation to sit in the fan bleachers to watch as the Hollywood stars arrive on the red carpet at the 2012 84th Academy Awards on Feb. 27.
To further enhance the offer, loyalty members also receive five extra credits for each ticket they purchase to a nominated film. The credits can be used for popcorn and other concession items.
This year’s iteration of the “Red Carpet Sweepstakes” began last week and ends Feb. 27. Regal makes members aware of the promotion through its monthly newsletter.
Regal has experienced lifts in club card memberships each year, although the exact numbers are undisclosed.
