The Hershey Co. has unleashed a host of promotions around its sponsorship of the upcoming film, “Night at the Museum: Battle of the Smithsonian,” set to open in theaters May 22.
In stores, an on-pack, instant-win game, “Win a Night in the Museum” will give five winners a night at the Smithsonian’s National Air and Space Museum that includes a sleepover in the gallery associated with film, a VIP after-hours tour and $500 in spending money.
People who buy the specially marked packaged of Hershey’s brands will find a message printed inside.
Online, a supporting, “Unleash the Loot” sweepstakes offers a grand prize of $50,000 or one of 10 first prizes, a $1,000 Visa Gift Card. The sweeps runs through Oct. 31. And visitors will find an interactive and fun promotion where they can win cash prizes.”
On TV, the film will take a starring role in a national commercial for Hershey’s Kisses chocolates. The ad places Hershey’s Kisses in a museum setting where movie characters Rexi the Dinosaur and Dum Dum the Easter Island Head indulge in candy. The new commercial is running through May 24, 2009.
Hershey’s products participating in the promotion through August include Hershey’s Kisses Brand Chocolates, Reese’s Pieces Candy, Whopper Malted Milk Balls, Good & Plenty Candy, Milk Duds Candy, Reese’s Peanut Butter Cups Miniatures, Hershey‘® Miniatures and 8-packs of Reese’s Peanut Butter Cups, Kit Kat Wafer Bars and Almond Joy Candy Bars.