OVERSEAS: Tour of Duty
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by Chief Marketer Staff
When does something as low-tech as a Christmas card qualify as a hot marketing tool? When Blockbuster Entertainment customers send 66,000 of them to soldiers overseas.
November’s Home for the Holidays campaign put note-cards in 4,500 Blockbuster stores. Shoppers who donated $1 to United Service Organizations (USO) signed a card and Blockbuster sent it. The Dallas Cowboys Cheerleaders delivered the first batch.
USO spent some of the money to set up Blockbuster Entertainment Rooms in overseas centers and Blockbuster Mobile Canteens to screen movies for soldiers in the field. Partner Coca-Cola donates a portion of sales in Blockbuster stores. The Gable Group, San Diego, handles the effort.
