COLUMBIA TRISTAR HOME ENTERTAINMENT
PROGRAM
VIP Movie Points
OVERVIEW
- CTHE is hosting an 8-month online auction allowing consumers to bid for
exclusive, Hollywood-themed "dream" items using VIP Movie Points
- Consumers receive VIP Movie Points with the purchase of participating Columbia
DVD and VHS titles
- Participating partners include Radisson and Sony Credit Card
ONLINE ELEMENT
- Consumers visit the www.moviepoints.lycos.com auction home page to bid on
items such as Dawson's Creek walk-on role, tickets to game show tapings, Hollywood
premiere, and Young & Restless backstage passes
- Contact information and buying patterns of the participants is captured
- The auction site promotes titles and release dates on the home page and
via a registration confirmation e-mail
SUPPORT
- Approximately 6 million on-pack stickers
- Print advertising
- Head of tape promotional spot
- A printed insert in the first few titles
- A printed insert in the Sony Credit Card billing statement
RESULTS
Over 7,200 registered members to date.
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