Best Buy Uses Instant-Win to Promote Elton John DVD
Elton John has plenty of fans and Best Buy knows it.
The company is incenting customers to buy the Elton John four DVD set, Dream Ticket, with an in-pack instant-win game. One boxed set will have a Golden Ticket inside that gives the winner and three friends a private jet ride to Las Vegas to see Elton live at Caesars Palace and meet Elton backstage. The winner also gets two rooms at the Palace for a two-night stay and $10,000 in cash.
Best Buy cut a deal with Elton to get exclusive distribution through February, said CMO Mike Linton.
“We take the exclusive on it, which lets us put our marketing money behind it,” Linton said. “We’ll put all our marketing muscle behind the Elton John DVD offer to let consumers know about it,” including TV, Sunday circular and online ads as well as P-O-P.
The DVD set becomes available Nov. 9 at Best Buy stores and online at Bestbuy.com A companion book, titled Dream Ticket: Elton John Across Four Decades, will also go on sale. The set includes rare concert material and behind-the-scenes footage. It lasts seven hours and has more than 70 songs, including three concerts at Madison Square Garden in New York, The Royal Opera House in London and the Great Amphitheater in Ephesus, Turkey. The set will sell for $39.99.
The retailer worked directly with the Rolling Stones last year for a similar distribution deal on its concert DVD.
“Music tie-ins are a big part of who we are,” Linton said. “We’re merging technology with entertainment. Together, they’re magic.”
