Visa is about to debut a multi-million dollar campaign tying with the upcoming theatrical film, National Treasure, to drive usage among its millions of cardholders this holiday season.
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| Visa digs Disney’s ‘Treasure’ |
The integrated campaign, which starts Nov. 1, includes online interactive elements, sweeps, instant-win games and special events tied to the movie’s “treasure” theme.
A sweepstakes, The Year of the Treasure, automatically enters cardholders who use their Visa cards in November and December. The winner gets the total amount of their Visa purchases made in 2004. Twenty-five winners will be randomly selected at the end of the promotion.
An online instant-win game called Reveal the Treasure uses 9 million eDecoder game pieces to instantly reveal prizes at Visa.com/treasure. Prizes include AAA vacations valued at $4,000 each and Visa AAA prepaid gift cards ranging from $100 to $500. The game pieces will be distributed via Visa’s member financial institutions as well as AAA branches across the country, select college campuses, movie theaters and grassroots events.
The film tie-in is part of San Francisco-based Visa’s long-term alliance with Disney. As part of the deal, Visa gets product placement in the movie with a branded credit card appearing in a “key” scene. And thousands of National Treasure-themed Visa prepaid gift cards will be distributed during select Buena Vista Pictures Marketing and Visa events and also at the movie premiere.
Academy Award winner Nicolas Cage stars in National Treasure, which premieres Nov. 19, as a third generation treasure hunter who must steal a guarded document in a race against time to follow clues to the treasure.
Member banks and some merchants get their own National Treasure promo overlays. Statement inserts, direct mail, signage and online ads support the campaign.
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