Best Buy Giveaway Beefs Up <I>MIB II</I>3 Jul, 2002 By: Jessica Wolf
Best Buy's got a gaggle of gadgets for the lucky winners of its Internet “Track the Alien” sweepstakes/game. The promotion was timed to highlight the July 3 theatrical release of Men in Black II and the recent release of the Men in Black Deluxe Edition DVD.
For three weeks, Best Buy.com shoppers could search an interactive map for alien baddies from Men in Black II with a little help from some of the movie characters. Capturing three unregistered extraterrestrial critters on the run from the black-clad law enforcement team entitled the user to an entry in Best Buy's Sony-sponsored random-drawing sweepstakes. The opportunity to enter the drawing ended July 6, just days after the sci-fi follow-up Men in Black II hit theaters.
The prizes show the marketing muscle that mega-entertainment companies like Sony Corp. can put behind releases from their movie-production businesses.
Best Buy used in-store and extensive site promotions to generate interest in the contest. Three grand prize winners will take home a Sony VAIO laptop computer, a Sony 32-inch TV set, a Sony Handycam Mini DV camcorder, a Sony CLIE personal entertainment organizer, a Sony Cyber-Shot digital camera, a Sony digital photo printer and a Memory Stick media card.
Best Buy is also giving away three Sony 43-inch rear-projection high-definition TV sets, 75 Sprint PCS phones with three months of service, 60 PSYC portable DVD players and 60 copies of the Men in Black Deluxe Edition DVD.
Winners will be chosen July 18, according to official rules.