Hallmark Cards, Kansas City, last week began the Hallmark Keepsake Sweepstakes holiday promo in Hallmark Gold Crown stores and via the Hallmark Channel. The watch-and-win game lets viewers match a game piece code to codes on-screen to win one of six grand prizes – a different prize for each Hallmark Channel show featured, one per week. (“Merlin” touts a trip to an English castle; “Silent Night” offers a holiday trip to Germany; “Santa Jr.” dangles a Dodge Viper with $10,000 in toys from eBay.)
An overlay hosted by eBay.com lets players get a game code online; auction bidders receive additional codes for each bid they place on eBay (up to four codes per day). Hallmark will distribute 140 million game pieces via eBay, Hallmark Gold Crown stores, print ads, and malls (parents waiting with their kids to see Santa get game cards). Concept One, Westport, CT, handles.
Separately, Hallmark stores have launched Teddy Mittens, a stuffed bear shoppers can buy for $4 with the purchase of three greeting cards. Similar offers for Kiss-Kiss Bears made those stuffed animals a favorite with collectors the last two years.
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