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Ford Gives Away Super Duty Truck as Part of In-Theater Show

By May 18, 2010

More and more brands are using text messaging in combination with an entertainment forum to stage games, contests and other promotions. The pieces are all in place to make it easy and straightforward. The people have the cell phones and the entertainment venues have the space for the content.

In the latest example, Ford has partnered with The Sons of the Fallen to give away a new Super Duty F-250 during a tribute to military heroes that be will be shown in about 500 movie theaters tonight only. During the 30 minutes that people typically walk into the theater the promo will be up on the screen and movie goers can text “sons” to 86535 right then and there for a chance to win.

The promotion began April 24 and the texts have been adding up since then, as have entries from people who visited.

And in an unusual twist, the winner will be announced live tomorrow evening during the simulcast.

“In the future test messaging will be the norm on all movies, game shows, trailers and other forms of entertainment,” said Randall Jazeil, director of operations for Key Response, a company that markets through text messaging and is handling the campaign.

The show, “Sons of the Fallen: A Live Tribute to Our Military Heroes” is set in a Rocky Mountain camp where 25 boys gather to honor the memories of their fathers killed in Iraq and Afghanistan.

The show also includes celebrity mentors such as “The Celebrity Apprentice” contestant and former professional wrestler Bill Goldberg, actor Ryan Merriman (“Final Destination 3”) and host of “Sons of the Fallen” and former IndyCar racer Joey “T” Truscelli, with musical performances by Clint Black.