Sony Electronics is kicking off the upcoming holiday season with a new campaign offering movie buffs one free month of HBO® service when they purchase specially marked packages of Sony recording media multi-packs and, in addition, they are automatically entered for the chance to win a trip for two to an HBO premiere event. “Our value-added marketing approach differentiates our recording media products and encourages consumers to develop Sony brand loyalty, while offering incremental support to our retailers,” said Tom Evans, vice president of marketing for the media & application solutions division of Sony Electronics’ Core Technology Solutions Company. “This HBO promotion helps create greater differentiation for Sony media products.”
To participate in the promotion, customers can purchase one of Sony’s specially marked multi-packs of recording media, fill out the entry card and send it in to the address listed with a copy of their cable or satellite bill. HBO will then issue a rebate check for the cost of one month of HBO service.
“Whether they are looking to record precious holiday moments or give the gift of recording media to family and friends, our holiday promotion gives consumers an additional value worth up to $12 for a month of HBO programming – all for the cost of a pack of VHS tape or other Sony recording media format,” Evans added. “And, we expect this holiday media promotion to be a big `box-office’ success with retailers as well.”
According to ACNielsen Syndicated Data of May 2001, Sony VHS videotape sales more than triple their baseline sales performance when innovative on-package promotions are offered to consumers.
The HBO® campaign is just one in a series of recent on-package promotions from Sony. Sony’s Match & Win game, valid through Dec. 31 of this year, lets consumers match Sony product names on either side of a scratch-off card included in the box to win any number of cool Sony products, including MiniDisc recorders and home entertainment systems.
Sony began shipping its specially marked recording media multi-packs offering a free month of HBO service to stores on Oct. 1. These packages will be available for purchase through February 28. Entry forms must be sent in by May 31 in order to become eligible for the HBO rebate.