Bed Bath & Beyond Takes Tie-in Route

By Caren Putterman

Bed Bath & Beyond is hosting a sweepstakes tying into the May 2 theatrical release of Columbia Pictures' Made of Honor.

The sweeps awards a grand-prize trip to Scotland (which is featured in the film), a $5,000 MasterCard gift card and a $1,000 Bed Bath & Beyond gift card. Secondary prizes include hotel gift certificates, another $1,000 MasterCard gift card and store cards of $500 and $250. Shoppers are automatically entered when they use a MasterCard for purchases in-store or online from April 21 through May 22.

P-O-P support includes ceiling banners in main aisles and window displays at some locations. Signs carry the Bed Bath & Beyond and MasterCard logos, along with the Made of Honor movie poster.

Bed Bath & Beyond partnered with Columbia Pictures in 2006 to host a sweeps promoting the release of Click. (See Related Articles.) The retailer frequently partners with MasterCard on promotions.

Union, NJ-based Bed Bath & Beyond operates 880 stores in the U.S. and Puerto Rico.

Published: April 2008

Source: In-Store Marketing Institute

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