Claire's Stores, Wood Dale, Ill., next month starts an in-store sweepstakes and promotion for its 1,150 accessory stores nationwide. The effort features celebrity look-alikes and is themed "Look the part." Grand prizes will include shopping sprees and an expenses-paid trip to Hollywood to participate in the filming of a TV series episode. A 30-second TV spot backs the promotion, featuring actors resembling Cher, Hillary Clinton, Janet Jackson and Shannen Doherty. Graphtek Group, New York, handles advertising and promotion.
Universal Pictures' "The Little Rascals," premiering Aug. 5, will include an estimated $8 million in promotional tie-ins this month. Long John Silver's restaurants will offer an instant-win contest and the chance to obtain exclusive collector watches in three styles tied to the movie. National spot TV and a free standing insert back the effort; Temerlin McClain, Dallas, handles. Shasta Beverage Co.'s tie-in, promoted in supermarkets, centers on a color-your-own clubhouse competition for kids and $15,000 grand prize of a college bond. West Beach Marketing, Los Angeles, coordinated the effort, which is backed by local TV, radio and a regional FSI.
The Limited's Express specialty apparel chain next month starts a promotion inside 680 of its stores tied to Fox TV's "Models, Inc." series. Included is the offer of a poster featuring the series' characters with purchase, plus an in-store sweepstakes with the chance to win a trip to Los Angeles and the "Models, Inc." set. Dante & Christine Associates, New York, coordinated the promotion along with Hamilton Projects, licensing agency for the Spelling Television, producer of the series.
Baltimore Bagel, San Diego, is trying to lure customers to a dozen southern California outlets by giving away a free fresh bagel for bringing in a stale, grocery store bagel. Print ads from Drasnin Communications show a stale bagel masquerading in Groucho Marx glasses as a fresh bagel.