Universal Worldwide Television will team up with Spencer
Gifts Inc. and syndicated TV show Blind Date to create a value-added sweepstakes
promotion for its February pay-per-view premiere of American Pie.
From February through April, consumers can enter the
"Score a Piece Sweepstakes" for a chance to win one of hundreds of prizes,
including a trip to Los Angeles for a chance to be a contestant on Blind Date,
Universal executives said.
In addition, subscribers would receive a Blind Date
picnic backpack with a $100 gift certificate redeemable at Spencer Gifts, a Web camera or
an American Pie T-shirt and soundtrack.
In addition, when consumers order American Pie on
PPV, they can receive a 15 percent discount at any of the more than 550 Spencer Gifts
locations nationwide. The offer can be redeemed by showing a copy of their cable or
satellite bill or by visiting the Spencer Gifts Web site and entering the online code,
which will be revealed at the end of the PPV showing of the film.
"We are very excited about this promotion because we
have made strategic alliances with Blind Date and Spencer Gifts to launch a
comprehensive campaign that we feel will be embraced by both PPV providers, as well as
consumers," Universal Television & Networks Group senior vice president of
worldwide PPV and video-on-demand Holly Leff-Pressman said.
Universal will also distribute via PPV the unrated version
of American Pie ($101 million at the box office), which includes four scenes that
were not shown in the theatrical release.
Universal PPV is supporting American Pie by creating
an interactive Web site for the movie. The site (www.universalstudios.com/ppv) will
include a "Do the Dance" Shockwave game that relates to a scene in the movie,
the company said.
The movie will also be supported with a national
cable-media buy on Comedy Central, MTV: Music Television and TV Guide Channel, as well as
Internet ads on Mplayer.com and Egreetings Network Inc. electronic postcards.
Universal will provide co-op dollars to assist cable
operators in their promotional efforts, and it has created television spots, radio spots,
ad slicks and mini-posters for operators.
Blind Date will support the campaign with 10-second
billboards during its shows through February and early March, Universal said.
Spencer Gifts will support the campaign with sweepstakes
prizes, gift certificates for radio promotions, in-store counter cards, sweepstakes-entry
forms, mobiles and direct mail, Universal added.