Parker Brothers Puts DVD Game on Tour, Sweeps
Parker Brothers is touting its new game video disc, Shout About Movies, through a mobile tour, instant-win game and an online sweepstakes, with the grand prize of an all-expense paid trip to Hollywood.
The Shout About Movies tour will hit 11 markets, including Boston, Chicago, New York City and Seattle. The one-month tour ends this week with final stops in Washington, DC, and Dallas.
As part of the tour, a Shout! team brings the game to life for moviegoers, traveling to select theaters in an orange Volkswagen beetle with an icon couch attached to the rooftop. The team then transforms theater lobbies into a living room, complete with a couch, DVD player and the Shout About Movie game for consumers to try. The DVD game lets teams compete in a race to identify specific scenes, famous quotes and characters from major motion pictures.
The tour was inspired by a 30-second TV spot developed by Arnold Worldwide. The TV spot shows people gathered around an orange couch in front of Mann’s Chinese Theater in Los Angeles playing the game and drawing a large crowd.
“Consumer research told us that this game is superior in its play experience because its easy to learn and easy to play,” said Matt Collins, VP-marketing for Parker Brothers Games, in a statement. “So encouraging consumers to sample Shout About Movies seemed like a natural. And because Shout is the first of its kind, GVD (Game Video Disc), Arnold ensured that we were aligned with like-targeted, forward thinking brands like VW.”
TV, radio, in-store and Internet materials support the promotion.
“This is a great example of a truly integrated campaign,” said Michael Carey, the VP-group account director for Arnold Brand Promotion, the promotional arm of Arnold Worldwide. “We are building off so many creative campaigns. It really brings this product out to the forefront.
Since its kickoff last month, the multiple-pronged promotion has already stirred positive feedback about the new product. “People are talking about this on the streets,” Carey added of the game. “It’s been great.”
In addition, consumers can enter an online eDecoder sweepstakes to win hundreds of prizes, including a grand-prize trip for two to Hollywood or two first prizes for a free year of movie passes to any Loews Theater. Consumers can register for the sweepstakes at movie theater kiosks or online at Playshout.com.
Consumers who register for the sweepstakes can experience the game firsthand, said Josh Linkner, CEO of ePrize, the interactive promotional agency handling the sweepstakes. Consumers can increase their chances to win by visiting the site on more than one occasion or referring the sweepstakes to a friend, he said.
In addition, consumers participating in the instant-win decoder game can win gift certificates to various merchants, including Best Buy, Toys ‘R’ Us, Circuit City and Wal-Mart. The sweepstakes runs through Feb. 28. Winners will be announced through a random drawing on March 7.
Hasbro Games, a worldwide leader in children’s and family leisure time entertainment products, manufactures and markets games and puzzles under the brand names Milton Bradley and Parker Brothers.
