Warner, Sears and Heinz join the Scooby Gang

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By: Wise Marketer Staff |

Posted on May 8, 2002

Warner, Sears and Heinz join the Scooby Gang

Consumers in the US wanting to see the new Scooby-Doo film this summer are being offered free tickets by Warner Home Video, Sears and Heinz Ore-Ida. The offer, made through Quantum Loyalty Systems' Hollywood Movie Magic loyalty programme, rewards customers for their purchases with free tickets to the movie.

Heinz Ore-Ida Through the Hollywood Movie Magic movie reward programme, Heinz Ore-Ida will advertise the chance to find two full-priced tickets to Scooby-Doo or any other upcoming Warner Bros. movie inside specially marked boxes of Kibbles 'n' Bits pet food and Scooby Snacks pet treats. The national promotion, which starts in the spring of 2002 and will run for as long as supplies last, and will be featured on some 700,000 boxes.

Heinz Ore-Ida will also be promoting a mail-in offer on some of its frozen food lines. The promotion, expected to run until the end of July 2002, aims to encourage customers to mail in proof-of-purchase labels with original checkout receipts to receive one child admission ticket to the film.

Sears Sears customers also have the opportunity to see the Scooby-Doo movie for free. With a minimum US$35 purchase of Scooby-Doo merchandise in Sears retail stores throughout the US, consumers are mailing in their receipts to receive two child or adult matinee tickets to the Scooby-Doo movie. Although the promotion itself only runs for seven days, Sears' Hollywood Movie Magic Scooby-Doo ticket vouchers are valid until the end of September 2002.

Warner Home Video Warner Bros., as part of its promotion for the film's release, has also started a Hollywood Movie Magic programme to drive audiences to see it this summer, as well as to boost sales of Scooby-Doo title DVDs and videos. According to Warner Home Video, until July 15th 2002, millions of specially marked Scooby-Doo videos and DVDs will contain a ticket for a free child admission.

"The Hollywood Movie Magic programme is an excellent way for us to reach a specific audience," said Mimi Flavin, vice president of promotions at Warner Home Video. "Who better to target our Scooby-Doo movie promotion to than those customers who purchase Scooby-Doo DVDs and movies?"

The Hollywood Movie Magic programmes are intended to increase brand awareness, boost customer loyalty and drive sales by associating products with the excitement of going to the movies.

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