Ralphs launches prepaid movie rewards card
The US grocery retailer Ralphs has launched a promotion that rewards customers with cash-back loaded onto a prepaid 'movie card', issued by American Express Incentive Services (AEIS).
The promotion features a prepaid card from AEIS as the reward vehicle for the in-store promotion of the release (at the end of March) of the animated film, Ice Age - The Meltdown.
Ralphs is rewarding its Southern California Club members for using their Club cards on selected items from participating brands. Club members who accumulate US$40 in qualifying purchases by 4th April 2006 will receive an American Express-branded reward card valued at US$16 (enough for two movie tickets).
Category filtering Specifically for this promotion, AEIS used its patented card filtering process to create a card accepted only in movie theatres. The reward cards replace Ralphs' traditional paper gift certificate rewards. Both the Ralphs and Fox logos are featured on the card.
The cards can be used to purchase concessions as well as movie tickets, and may be used at any US cinema that accepts American Express cards. The cards can also be used to buy movie tickets online.
Participating brands Brands that are participating in the promotion include Breyers, Coca-Cola, ConAgra Foods, Gatorade, Good Humor, Keebler, Kellogg's, Kimberly-Clark and Kraft. Other promotional materials include direct mail and in-store items (such as posters, graphic tags in in-store circulars, tags on qualified product displays, and door and floor signs in the frozen food aisle).
Ralphs Club Card members ordinarily earn savings on thousands of items throughout the store, as well as discounts on various activities and consumer services.