Fred Claus Naughty or Nice Giveaway Promotes Movie, Time Warner and Circuit City

The holiday season is gone into full swing this week now that Thanksgiving is behind us. As promised, I'm trying to cover as many holiday interactive promotions in this blog as I can between now and Christmas. Since today's the start of one of our holiday weekends, I thought I'd blog about an interactive promotion that falls into the entertainment marketing category... The Fred Claus Naughty or Nice Giveaway.

Time Warner Cable and sister company Warner Bros. Pictures have partnered to promote the movie FRED CLAUS which was released in theaters back on Nov. 8th. It stars Paul Giamatti playing Santa and Vince Vaughn as his bad brother Fred. These are some downloads and "buddy Icons" I found on the official website.  The interactive promotion includes a microsite with games based on the film, vignettes of the movie plus a sweepstakes offering consumers a chance to win weekly prizes including a $10,000 home theater system provided by Circuit City. Instant-win prizes include Road Runner mouse pads, Aqua computer mouses, and a notepad.

When you first visit the microsite the elf encourages you to register which automatically enters you in the sweepstakes. The entry form includes some additional questions such as "Are you a Time-Warner customer?", "What services do you have?", "Do you have a HDTV?" and "Have you ever watched shows or movies On-Demand?" which enables the sponsors to gather consumer data. The last question requests separate opt-ins for future emails and offers to be sent from Time Warner, Road Runner, Intel and Circuit City. So they are definitely using the power of online sweepstakes to build their database and start a dialog with these consumers based on their answers.

I didn't win the instant prize today, but I can come back every day now till the promotional period ends on January 3rd and try again. I am entered in the sweepstakes for a chance at the grand prize which is the $10,000 Circuit City home theater system as well as the weekly prize which this week happens to be an Intel powered laptop.

There are also ways to gain additional entries into both the weekly and grand prize drawings by "exploring the environment" and playing the games. Each week features a different game with this week being the North Pole. When you play the game you get an additional entry plus there are bonus entries hidden in the game. I came across some dancing elves that were kinda a scary looking.

Besides the games, visitors can send holiday e-cards and choose between a "Naughty" or "Nice" greeting. A drop-down menu provides additional word choices that comprise the final message. This makes up the viral marketing component of the campaign.

Visitors to the microsite can also view Fred Claus movie clips and trailers. The movie has gotten so-so reviews with Vince Vaughn being Vince Vaughn (naughty) and Paul Giamatti (nice) actually bringing some talent to the screen. However, whatever you think about the movie, this promotional campaign appears to be right on target.

Comments

[Andrew]

This is my favorite movie.....I have purchased a DVD of Spider-Man 3 movie from Circuit-City store at Couponalbum.com at a very reasonable price....!