ERICSSON'S $10M TOMB RAIDER CAMPAIGN
Copyright 2001 www.tombraiderchronicles.com Source: Point Of Purchase Magazine

[ May 25th 2001 ]

Stockholm based mobile phone giant Ericsson has launched a $10 million worldwide consumer promotion to tie in with Paramount Pictures upcoming Tomb Raider motion picture starring Angelina Jolie as Core Designs British aristrocrat Lara Croft, POP Magazine reports today.

Running through June 30, the promotion includes a scratch-off game card sweepstakes that give consumers the chance to win Land Rovers and trips to Southeast Asia. Cards can be picked up in store. Supporting the promotion television and print advertising and POP featuring Jolie. Direct mail pieces inform consumers of a free "Tomb Raider" gift with purchase, along with rebates from Ericsson and AT&T Wireless. "Our goal is to capitalize on the excitement around the ‘Tomb Raider’ movie and drive consumers to the stores," says Steve Zammarchi, president and CEO, Impiric Chicago, the integrated marketing solutions company that created the campaign.

"This promotional partnership has got all the elements necessary to generate buzz: an action adventure summer blockbuster movie; a prize pyramid sweepstakes; and attention-getting POP materials featuring the stunning Angelina Jolie. "The advanced technology of Ericsson’s products is a perfect fit with this cyber character and movie storyline. And giving away Land Rovers as the top sweepstakes prize ties into the movie and will be a huge draw to drive traffic to the stores."