Starting this month, Sun-Maid raisin six-packs and 24-ounce canisters are carrying the codes, which when snapped with an Internet-enabled phone camera direct consumers to special mobile sites. Once registered, they can view trailers from the movie, learn more about its characters, download computer wallpaper or enter a sweepstakes.
The sweeps' grand prize is a trip for four to Zoo Atlanta for a VIP tour of the zoo's Arthur M. Blank Family Foundation Giant Panda Conservation Center. In addition, 100 first-prize winners will receive a Mattel "Kung Fu Panda 2" plush toy.
The promotion, open to those 18 and older, ends Oct. 1. While the brand is obviously hoping to boost sales with the special QR/ promotion-bearing packages, in line with sweeps rules, no purchase is required to enter, and consumers can also enter online at sunmaidoffer.com.
"By keeping the promotion entry simple and easily accessible by mobile devices, we anticipate a lot of entries and overall site activity," noted Sun-Maid VP, brand management, Rick Bruno.
A Facebook campaign will support the sweepstakes. Through June (with heaviest activity around the movie's launch date), Sun-Maid's Facebook page is featuring panda trivia and updates about the movie, and encouraging fans to look for the special packages with QR codes and enter the sweeps. In addition, the Kung Fu Panda, Mattel and Zoo Atlanta Facebook pages are doing cross-promotions.
Sun-Maid also partnered with DreamWorks last year on a "Shrek" promotion. That effort offered a $3 mail-in rebate offer with a combined purchase of Sun-Maid raisins and a DVD of one of the movies in the Shrek series ("Shrek," "Shrek 2" or "Shrek the 3rd").
The offer was featured on 5 million Sun-Maid packages (1.5-ounce six-packs and 7-ounce mini-boxes in a bag), and supported with a national FSI last August.