Sony cooks up contest for Julie & Julia
PHYSICAL: Prizes include cooking classes at Le Cordon Bleu
By Susanne Ault -- Video Business, 12/7/2009
DEC. 7 | PHYSICAL: Sony Pictures Home Entertainment will be tempting people’s appetite for Dec. 8 DVD and Blu-ray Disc release Julie & Julia with a gourmet promotional campaign, expected to generate 1 billion media impressions.
The key part of the campaign is a contest for a trip for two to Ottawa, Canada, for three days of free private cooking classes at the Le Cordon Bleu Culinary Arts Institute.
People can enter the contest at the Web site JulieandJulia.com/the game.
Other featured prizes include Le Creuset Limited Edition Ultimate cookware sets, which feature a saucier pan, two French ovens, an iron handle skillet and a tea kettle, among other items. There also is a $500 shopping spree at SurLaTable.com.
Non-winners will score the consolation prize of $10 savings off the purchase of $50 or more at SurLaTable.com.
Sony will advertise the title and the contest tie-in through TV spots running on female-geared cable networks, magazines and Web sites. Outlets include A&E, ABC Family, Bravo, E!, Food Network Magazine, Food & Wine, Saveur, Real Simple, Martha Stewart Living, Epicurious.com, FoodNetwork.com and AllRecipes.com.
“Julie & Julia carries a strong appeal to the female demographic, which ties in perfectly with the high-end promotional partners involved in this sweepstakes,” said Lexine Wong, senior executive VP at Sony.
Julie & Julia is priced at $39.95 for Blu-ray and $28.96 for DVD.
