Summer Movie Mania Promotion Building on the success of the 2011 blockbuster “M&M’S® Brand Movie Cash Promotion,” movie fans will flock to the latest Mars Chocolate promotion – Summer Movie Mania. In this summer’s much-anticipated release, six Mars Chocolate brands -- SNICKERS®, M&M’S®, TWIX®, 3 MUSKETEERS®, MILKY WAY® and DOVE® Chocolate – and Mars Ice Cream have a starring role, and consumers will take home big prizes. In Summer Movie Mania, Mars is implementing both immediate and future consumption incentives across retail channels during the summer movie months of June through July. Consumers can enter to win movie tickets for one year in the immediate consumption national instant win game. In the future consumption program, consumers purchase three bags of Mars Brand products and mail-in for $9 in movie cash. To support Summer Movie Mania, Mars will roll out the red carpet with marketing efforts to include a national FSI, coupon tear pads, and more. And this year’s top-level prizing will provide greater winning probability based on the exclusive display program. AVAILABILITY: Club, Convenience Store, Drug, Grocery, Mass WHEN: June – August 2012 WHY: There’s no cliffhanger here. Mars Chocolate Brands have a loyal fan base and have been featured in several successful movie-industry promotions. The movie industry continues to grow; movies are the most popular social sharing occasion (both in penetration and frequency),1 and box office receipts and national average number of tickets sold per person continue to increase.2 Summer Movie Mania is a double feature for consumers, giving them the opportunity to save money at the movies and enjoy the breadth of the Mars Chocolate Brand.
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