Effort: "Universal Is Halloween."
Twist: To put the spotlight on its vast array of horror-related video titles, Universal created two national retailer-based promotions under the "Universal Is Halloween" umbrella. "Halloween Headquarters" offers 43 classic and contemporary horror titles. A separate "Haunted House of Fun" effort includes 11 Universal videos for kids.
Vital statistics: The "Halloween Headquarters" titles are sold individually for less than $20 each or in the Classic Monster eight-pack ($99.98). Each video contains a Halloween Decoder Card enabling consumers to win any of thousands of prizes by visiting Universal's new horror-theme Web site (universalthrillers.com). The promotion is backed by co-op print advertising, a short-form infomercial airing in limited markets, in-store displays and a special on-pack CD offer. The kid-oriented "Haunted House of Fun" also gets a sweepstakes, tied to Sun-Maid Raisins. Backing that promotion is a national free-standing insert Oct. 15.