DREAMWORKS SKG
PROGRAM
"Shrek" Home Video Instant Win Sweepstakes
OVERVIEW
Following up on the success of The Road To El Dorado Holiday 2000 video campaign,
Dreamworks asked TRG to again execute an "Everybody Wins" instant
win promotion for the 2001 Holiday video release of Shrek. To generate excitement
and create a "must-have" demand for the video, the prizing structure
needed to deliver high profile, limited access, high value prizes... and lots
of them! The "most wanted" gifts of the season included the new
Microsoft X-Box game system and Nintendo's new Game Boy Advance game system.
These prizes along with KIA's new Sedona Minivan became the focal point of
the prizing structure and media campaign. To deliver on the "everybody
wins" message, Baskin Robbins provided Free Scoop certificates.
SUPPORT
- 16 million VHS/DVD on-pack stickers were printed with TRG overseeing all
production and prize seeding elements
- An extensive national television and print advertising campaign
- In-retail point of purchase materials
RESULTS
Shrek topped the video sell-through charts as the highest selling DVD to date.
Baskin Robbins experienced an 8% jump in store sales over the 3 month promotion
window. TRG received hundreds of thousands of mail-in entries and awarded
all of the 3,505 major prizes.
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