Campaign of the Month: Spider-man 2 Spider Vision Gamecard

As a massive fan of the televised Marvel comic series Spiderman (I watched it in the 1980s), I couldn't resist the sequel of the superhero classic. As I walked into the Vue cinema in Bristol, I saw men, women and children looking into the air and smiling profusely.

It soon became clear that this was a promotion that had the ability to rely more on people's interaction with the communication than just the usual impactful POP.

As it turned out, these people had accessed "Spider Vision" via an interactive gamecard that involved peeling back a strip to reveal a coded message.

Through Spider-Man's eyes you decoded a message to see if you'd won a prize.

The beauty of the activity, even if you're not a Spidey fan, is that every card offers a prize. These include a holiday to Orlando, PlayStation 2 consoles and Spider-Man 2 games, Spider-Man magazines, Spider-Man 2 magazines and £5-off vouchers at HMV that you can redeem immediately against a Spider-Man 2 console game.

I'm always interested in how others conduct marketing activities (even at weekends), so of course I asked the staff if they had been incentivised to promote the gamecard.

Despite saying no incentive was on offer, they were busying themselves getting people involved, which is testimony to a powerful communication and offer.

This is an excellent package that initiates interaction with the brand, offers prizes to consumers and generates footfall for a music and video retailer.

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