McCain Foods has launched an online promotion that offers consumers free online movie streaming with the purchase of the company’s frozen pizza products.
The program soft-launched in December with the introduction of a website, McCainMovies.ca, where visitors can enter a PIN code from packages of McCain’s Rising Crust and Thin Crust pizza. Once the code has been entered, visitors can select from a library of Warner Bros. movies to stream within the following 48 hours.
“Pizza is a pretty price-competitive category and we wanted to give consumers a little something extra,” said Paul Gallagher, director of marketing at McCain Foods. “A movie download, which would have a value of about four dollars, is a really compelling value-add for the price point you can get a pizza at.
“The other consumer insight would be this idea that McCain is giving you all the ingredients for a great family night. It’s kind of like your whole night provided by McCain.”
McCain launched English and French television spots, developed by Toronto-based agency Taxi, to support the promotion last month. The spot depicts a mother taking a McCain pizza from her kitchen to her living room, where she sits strategically on a couch between her daughter and her daughter’s boyfriend as they all prepare to watch a movie.
The website and back-end technology for the promotion was developed by Silicon Valley firm Hip Digital Media, which also handled licensing of the Warner Bros. film content.
Baris Karadogan, chief executive officer at Hip Digital Media, said digital content giveaways such as McCain’s movie promotion benefit both content creators and brands.
“For Warner Bros., this is a whole new channel for content and a way to get content in the hands of people. People buy content and people steal content, so why not have a model where a brand pays for the content and the consumer gets it for free?” said Karadogan. “For brands, it’s a fantastic way to increase sales without giving coupons and discounts.”
Toronto’s Capital C created special packaging for the promotion, which will continue into March.
