Cyber Popcorn Promo Lures Moviegoers with Interactive Prizes

Brandweek, May 8, 2000 by Mike Beirne

Popcorn and a soda is as much a part of the movie experience as sticky floors and the $8 admission. So why not use the popcorn bag for advertising? Movie patrons obviously are entertainment-oriented and tend to be more educated, more on the edge, watch less TV and less willing to wait for flicks to hit video. Just the kind of audience Cybergold.com desires for "Popcorn Payout," a February-May promo handled by Screenvision Cinema Promotions, N.Y.

Cybergold--which pays consumers cash for responding to Web advertising-- and partners like CDNow and Multibuyer splashed their names on popcorn bags sold at more than 500 movie theaters in Austin, Dallas and Houston, Texas; Boston, Chicago, Denver, Los Angeles, NewYork, San Francisco, Seattle and Washington. Each bag sported a peel-off label directing consumers to log onto Cybergold's Web site to see if their prize numbers won a Hawaiian vacation, CDs, software or cash.

Although not privy to results just yet, the clients are pleased with the program which has distributed a couple million bags so far, said PJ Ewing, Screenvision's vp and gin. Among the program advantages is control of the sampling vehicle and, because theaters treat popcorn bags like currency participants know their samples are being distributed to the desired target. Popcorn Payout likely is a precursor for other popcorn bag sampling programs for moviegoers, per Ewing.

Program: Popcorn Payout

Marketers: Cybergold.com, Oakland, Calif., and Screenvision Cinema Promotions, New York

Agency: In-house

Key player: Screenvison: PJ Ewing, vp/gm 1