Columbia Pictures Rolls Out RV BlackBerry Promo, Sweeps
Columbia Pictures is using a new tool to build excitement over its new movie—the BlackBerry.
The studio is offering the free game, RV Pile-Up, on Research in Motion’s BlackBerry device to help promote RV, which opens nationwide on Friday. In the game, players race across platform roads, divided into small tiles. As the player’s RV moves across streets, it leaves behind a color trail. To move to the next level, players must turn every tile red before the allotted time expires.
Columbia Pictures launched the Blackberry game to promote the movie because such devices play a role in the film itself.
“The movie touches on themes of staying connected to both family and, particularly for the main character, to work obligations, by using technology like BlackBerry,” said Dwight Caines, executive VP-worldwide digital marketing, Columbia TriStar Marketing Group, in a statement. “We thought this game would be a fun way to reflect those concepts in our digital marketing campaign.”
RV follows the misadventure of an overworked executive and his dysfunctional family who give up their Hawaiian vacation to travel cross-country in an RV to the Colorado Rockies. During the trip, the travelers encounter a strange community of campers, while the father learns the importance of family over work.
Building on the game, consumers can also enter to win a two-week vacation in a luxury RV. To enter the RV Hit the Road Sweepstakes, consumers submit a photo and description of their crazy family adventure to Webshots.com. One grand-prize winner gets a two-week rental of a luxury Fleetwood Motorhome, $500 for gas and $500 spending money.
The sweeps ends May 1. Online materials support. The Regan Group, Los Angeles, CA, handles.
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