Hooters will market the DVD online and run spots on several radio stations that detail the grand-prize giveaway: a three-day, two-night stay at the Hooters Casino Hotel in Las Vegas, including roundtrip airfare for two, $200 spending money, and tickets for two to Dan Marino's restaurant and to see comedian Bobby Slayton's show. The deadline to enter is Oct 1.
In the movie, Ben Stone, portrayed by Seth Rogen, a 23-year-old in the midst of launching a Web site, and Alison Scott, played by Katherine Heigl, a responsible young woman working behind the scenes at E! Television Network, find themselves at the same club where she is celebrating her promotion at E!
Stone and Rogen begin drinking, spend the night together, but discover the next morning they have little in common and go their separate ways. Eight weeks later, Alison realizes she's pregnant, calls Stone, and the two stumble through the pregnancy.
The casino also created a special drink, which it will serve at the Pete & Shorty's Hooters restaurant and lobby bar for $6.95. The Hooters' Knocked Up Martini recipe being served at the Hooters Casino Hotel on the day Universal releases the DVD mixes vodka, pomegranate-flavored liquor, sour, and cranberry juice strained in a martini glass and garnished with two half cherries in the bottom of the glass.
To attract loyal customers, the first 100 people--21 years of age or older--to sign up for an Owl Rewards Club card also get a "Knocked Up" T-shirt.
"We have giveaways like 'Knocked Up' dart boards called 'sperm boards,' door handles that say 'Do Not Disturb, Knocked Out or Knocked Up,' and bumper stickers," says Evan Fong, executive director for publicity at Universal Studios Home Entertainment.
Fong tells Marketing Daily that Hooters Los Angeles will likely hold a National "Knocked Up" Night celebration on Sept. 25. The Hollywood restaurant would show movie clips and hand out prizes at the event.
Beverage companies are getting involved, too. Kaboom has created a non-alcoholic energy drink, Ben Stone Sour, named after the movie's main character, which will be offered for sampling at Whole Foods Markets throughout California. Along with the sample, consumers receive a card with the drink's recipe.