The Fast Five Movie hit theaters this weekend and has been receiving great reviews. Being the fifth film in the Fast and Furious film series, it was questionable if this movie would succeed at the box office. Well it not only been called the best film in the series so far, but it also apparently is April's largest opening day ever with $33.2 million on Friday and another $3.8 million from Thursday midnight shows.
The reason I'm so relived to learn this is because the Fast Five Movie is the center of the biggest promotion I've been working on so far this year…The Memphis Car Audio Fast Five Movie Premiere Sweepstakes and Instant Win Game. I first wrote about this promotion back on March 5th in this blog post right after it first launched. Memphis Car Audio is part of the Fulmer Companies, makers of Fulmer Helmets which are featured in the movie. So they've partnered with Universal Studios on this entertainment marketing initiative.
I'm not going to review the entire promotion again, but instead would like to provide some updates. First, we drew a winner for the sweepstakes portion of the promotion back on March 16th, just in time to offer the grand prize winner a trip to Rio De Janerio to attend the movie world premiere which took place on April 15. As with any time sensitive trip we normally offer a cash option of 70% of the value of the grand prize. In this case the winner did choose the cash, so unfortunately we didn't send anyone to Rio.
Since then we kicked off the Instant Win Game portion of the promotion in which we are giving away over 1,000 prizes up until May 31st. These consists of 2,000 movie tickets that are being redeemed through downloadable movie codes provided by Hollywood Movie Money. Other prizes consists of 10 VIP passes to Universal Studios Hollywood theme park, 100 Fast Five Movie DVD's, 25 Fulmer Helmets (the same model as featured in the movie), and one Memphis Car Audio System worth $2,500 which hasn't been awarded yet.
We've partnered with Signal HQ utilizing their cross-channel platform to enable multiple ways to play the game for chances to win. Participants can play once a day by texting the keyword “FastFive” to the shortcode 50101, or through a mobile enabled website that links off of the Memphis Car Audio website and also by visiting the Memphis Car Audio Facebook page. To date the website has by far brought in the most entries, with Facebook next and text messages third, for a total of over 60,000 entries so far.
Because we are using cross channel points of entry, the challenge has been that the only way to universally communicate to all the winners is through email. Signal has been responding to the winners of the movie tickets with email messages that each contain a unique code number from those provided by Hollywood Movie Money. I've been contacting the other prize winners to let them know what prize they have won and to confirm their home address to ship their prize. We've been doing this on a weekly basis and some winners have been inpatient and have contacted the sponsor before we've had a chance to. Therefore, now that the movie is out we will need to increase this to at least twice a week.
We had an incident last week where one person wrote in to Universal Studios and complained that their code didn't work. This one person's email was passed through many of the different partners in this promotion before it got back to me. Everyone assumed we had accidentally sent out the same code to multiple people, however, upon review we learned that the person complaining was never a winner to begin with. It appeared that one of the winners had forwarded his code on to others thinking the codes could be used multiple times. Sorry, but they can't.
There are always things that you learn when doing a huge promotion such as this, especially one breaking new ground by utilizing multiple channels. All in all it has been going extremely well and everyone involved has done a great job communicating to participants.
Since we have the full month of May left to award prizes, my initial fear was that we would be awarding tickets to a movie that was no longer playing. Now that the Fast Five movie has opened in theaters to great reviews and box office success, it most likely will be showing in local theaters throughout the month of May and most likely into June. Definitely not a worry anymore.
Now I just have to use my codes and be one of the many going to go see this Fast and Furious and Fun Movie!