COLUMBIA TRISTAR HOME ENTERTAINMENT
PROGRAM
Men In Black & Stuart Little Buy 2 DVDs Get 1 Free Offer
OVERVIEW
To increase sales for the DVD special edition of Men In Black and Stuart Little,
Columbia TriStar Home Entertainment and TRG created a Buy 2 Get One Free program
where consumers had an opportunity to receive a select DVD Free by mail when
they purchased the featured title along with one of a select number of catalog
movies. This program incentivized the consumer to buy two Columbia TriStar
titles in order to receive one Free by mail. TRG verified the mail-in redemptions
and handled all of the fulfillment. The offer carried a shipping and handling
fee that covered the costs of both the Free DVD and the shipping to the consumer.
RESULTS
This program has been a repeated success for Columbia TriStar. Over the 10
month promotion thousands of Free DVDs were redeemed. And because of the success
of this and many other Free DVD offers, CTHE is planning to use TRG for future
programs.
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