The promotion features a sweepstakes with top prizes including Land Rovers and trips to Southeast Asia. The contest uses scratch-off game cards in 37,000 wireless service retailers where Ericsson mobile phones are sold. In addition, rebates and offers for Tomb Raider gifts will be sent through a direct mail effort. Ericsson's TV and print ads, through Bcom3 Group's Bartle Bogle Hegarty, London, will be tagged with the promotion.
The movie is based on a popular video game of the same name and stars Angelina Jolie.
In other Impiric news, the agency named Clive MacLean president-CEO of Kestnbaum Consulting, its data analytics and interactive marketing unit. Mr. MacLean, previously chairman-CEO for the Masters Institute, is charged with developing new data tools and systems for the Chicago-based agency. -- Cara Beardi
Copyright May 2001, Crain Communications Inc.