L90 and Hollywood.com Unveil M&M's Eye Candy Theatre
According to Lauren Kay, vice president of marketing at L90, the sweepstakes element of the campaign was used to promote the M&M's brand to theater-goers. The sweepstakes offers a chance to win two tickets to local movie theaters. The entry form asks participants for demographic information and asks movie-related questions such as participants favorite actor/actress and how often participants go to the movies.
Hollywood.com plans to promote the Theatre through tiles on its homepage, promotional banners, text links and via its e-mail newsletter.