In order to seduce more customers in buying CDs, BMG Canada has launched a new campaign. When customers buy CDs of a list of populair artists they receive a free pass to the movies. Amongst the artists are Santana, Foo Fighters, Christina Aguilera, Toni Braxton and Canada's Deborah Cox.
In total there are 16 BMG artists that support this campaign. The CDs do not contain the ticket itself, users will have to mail in a sticker, before they will receive the free pass by mail.
All major music retailers in Canada, including market-share leader HMV as well as Wal-Mart and Future Shop, are participating in the program, which BMG Canada president Lisa Zbitnew sees as one way to "re-energize the industry" and encourage people engaged in music file-sharing on the Web to visit record stores. |
However, the onus of the BMG/Cineplex campaign is very much on the consumer. Each CD that's part of the campaign includes a holographic sticker that the consumer has to mail to a P.O. box, and the Cineplex pass, worth up to $13.50, is sent to them. The pass can be redeemed at Cineplex Odeon theatres until Dec. 31, 2003.
Zbitnew doesn't think the mail-in aspect of the promotion is a negative. She compared it with putting prizes in cereal boxes, a strategy that she said "revolutionized the way people buy cereal." Offering movie tickets and other incentives "might revolutionize the way people buy music; more and more, you'll see additional offerings with CDs."
If there were a movie pass in each CD, there would be a huge number of freebies floating around, forcing costs to escalate, Zbitnew said. Including something worth $13.50 in a CD selling for $15 to $18 "is pretty intense added-value," she said, "and we believe people will take the time" to mail it in
So for those who want to go to the movies and receive an original almost for free and live in Canada, pick up a CD from one of the artists as stated above!
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Source: Globeandmail.com
